Brand Identity

Definition: Brand Identity is a brand management metaphor to human identity. The Brand Identity Prism model by Kapferer sees a brand as being comprised comprised of six facets:
- Physical
- Personality
- Relationship
- Culture (values)
- Reflected Consumer
- Consumer Mentalisation
By studying the BI model, a marketer can view a brand from different perspectives.
Note that Brand Personality is just one of the facets.
Called corporate identity when applied to a corporate repution.

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