Brand Prism

Chennai Super Kings

 Six Elements in Prism
Physique

• The physical characteristics and iconography of

your brand. 
• it is the clearest visual representation of your
brand’s aspirations and how you wish it to be
perceived.
 Personality
How a brand communicates with the outside
world, which is expressed through its tone of
voice, its design and copywriting.

CSK Personality : youth, vibrancy, solid

performance orientation and fiery spirit, play
to win, self esteem
 Culture

• The value system and the principles on which a brand bases

its behaviour.
• The brand was named to honour the rulers of Tamil empire.
• The word "super" is used commonly in southern India
especially in Tamil Nadu.
• The theme song ‘ Whistle Podu’ is also based on the culture
of tamilians.
 Relationship
The relationship between the brand and its
customers, and what the customer hopes they
are getting from the brand beyond the actual
product or service.
 Reflection
• The concept here is that that brand should
reflect the personality and identity of the
target market.
 Self Image
• The idea here is simple – the buyer of a
particular brand wants to receive a certain
feeling about him or herself as a result of
purchasing an item from the brand. The image
that the brand has in the world, and what that
brand says to others, goes a long way toward
improving the self-image of the buyers
themselves.
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