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
Brand Frame Template
Summarize your brand identity at a glance: With our Brand Frame® template
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SWOT Analysis
The SWOT analysis is a proven strategic method that helps companies to identify their strengths, weaknesses, opportunities and threats.
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Mission Statement
A mission statement formulates the added value of a brand’s services and is an essential part of the brand identity.
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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
In order to develop a successful brand strategy, it is important for companies to analyze their target groups in detail. The creation of buyer personas helps to create a better understanding of the target group.
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Golden Circle
Clarify the Why, How, and What of your brand to form the strategic foundation.
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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 Bates Brand Wheel captures a brand’s essence in 5 steps, analyzing attributes, benefits, values, and personality to communicate the core identity.
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Personality Sliders
Define the brand personality: with the Brand Personality Sliders template.
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