Brand identity

As per Kapferer, Brand identity can be defined by six parameters:

1.Personality
2.Physique
3.Culture
4.Relationship
5.Self Image
6.Reflection
The above three are internal identity and another three are external identity

Physique

Physique It includes product features, symbols and attributes
Examples: Packaging color, product features etc.
Apple I-pod physique will include its dial capabilities, the screen, and its connectivity
with musical devices
Pepsi soft drink, MNC giant, cola based,circular logo


Brand personality

Brand personality - Personality-like traits associated with brands
It encompasses What kind of person the brand would be, if it were a human being.
Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc.
Examples- Nike and athlete (Micheal Jordan, Usain Bolt )Ashton Martin with James
Bond


Culture

Culture Culture takes a holistic view of the organization, its origins and the values it
stands for.
Rules governing the brand in its outward signs like product and communication
Examples: Indian, Western, Contemporary, Narcissist, Urban, dynamic, aristocratic
Rolce Royce: aristrocratic




Relationship

Relationship The strength of the relationship between the brand and the customer
Examples: Trust, loyal
Jet Airways Servicing their customers to the best
Emirates airlines is known to have a strong relationship with its customer.


Reflection

Reflection What does the brand represent in the customers mind
What target consumer thinks & perceives the product to be.
Factor for strong and good brand image
Example: Royal, Dynamic, Energetic, Confident
Pepsi as a Youth oriented brand. Its tagline in India YEH HAI YOUNGISTAN MERI JAAN

Self image

Self image How does the customer see himself when compared to the brand
Which an organization wants its customers to perceive
Example: Masculine, Progressive, Self Belief
Parass Set Wet Gel targeted towards males have a self image of masculinity