BRAND PRISM

The Brand Prism is a well-known marketing model, also referred to as Kapferer’s Brand
Identity Prism. It is a hexagonal prism that represents the six key elements that make
up brand identity. The key elements of brand prism are as follows:

1. Physique: The set of adjectives and external characteristics associated with the brand.
2. Personality: It is the set of human characteristics associated with a brand.
3. Culture: The value system and the fundamental principles on which the brand bases
its behavior.
4. Relationship: The kind of human relationship staged by the brand.
5. Self-image: The consumers’ self-image that derives from their use of the brand. It is
the image that the customers have of themselves and that must find confirmation in the brand.
6. Reflection: The brand reflects how the company’s customers are identified by others

BRAND PRISM OF DOVE

Physique Personality
Soft colors: White and Blue, Natural, Soft and friendly
Dive symbol, drop shaped
packaging

Relationship Culture
Close to women, make them Trust, universal, no
feel consider with no stereotypes, down to earth.
distinction. Redefine the
true beauty.

Reflection Self-Image
Natural and confident modern Confident, beautiful,
women. inspired.
BRAND PORTFOLIO
A brand portfolio is a collection of distinct brands operating under one larger corporate
umbrella. While each of these brands maintains its own operational structure, they benefit
from shared resources and cross-promotional opportunities with other brands in
the portfolio. Brand portfolio is generally created because each brand has certain boundary
beyond which it cannot fulfill all the needs of different market segments. The advantage of
having the Brand Portfolio is that management can keep a check on all the brands as a whole
and frame the policies with a broader perspective. Also, the resources can be allocated to the
brand that needs the most.

BRAND PORTFOLIO OF UNILEVER

FOOD AND DRINK

HOME CARE

PERSONAL CARE