Brand identity on three levels: Identity prism according to Kapferer
The identity model for capturing brand identity is divided into three levels: Brand core, brand style, brand themes. For the definition of the brand core, Kapferer recommends an analysis of the brand history as well as the brand values. The brand style shapes the communication of the brand’s culture, personality and self-image. The brand themes contain the relationships between the brand and the customers.
More Brand Strategy Templates
Mission Statement
The mission statement states the value proposition.
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Positioning Cross
Define for whom and for which needs the brand offers solutions
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Vision Statement
Define a specific goal that the brand wants to achieve within a defined period of time.
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Brand Purpose Board
Align the social added value, the needs of the target group and your own goals.
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Buyer Personae
Define for whom and for which needs the brand offers solutions
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Golden Circle
Get clear about the why, how and what of your brand and build the strategic basis with it
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Identity Prisma
Define the brand identity on 3 different levels with the identity prism template.
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Brand Wheel
The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.
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Brand Values Card Deck
Develop brand values with examples and exercises and define what the brand stands for
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Brand Key
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Brand Wheel
The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.
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Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
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