Kapferer’s Brand Identity Prism

Physique: Personality :
Purity, Taste Sincere, Fun loving,
Reliable
Externalization

Internalization
Relationship: Culture/Values :
Friendly, kind, Indian,
and pleasant Cooperative/Sharing

Reflection: Self-Image :
Principles, Proud Indian, Fun loving,
Morals, and Pure
values
 Brand Personality- Amul

Sincere: Competent:

a) Honest: Sincere & a) Reliable

Genuine
b) Leadership & Self-
b) Wholesome confidence
(Original)

c) Cheerful & Friendly