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Kapferer Prism

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Kapferer Prism

It is a model developed by Jean-Noël Caperer to define the identity of a brand. With this model, companies can build solid and lasting brand identities, capable of reflecting their fundamental values. The The Brand Identity Prism or Brand Identity Prism, is developed in two dimensions with Germany Business Phone List categories in each of them: the internal perspective or internalization of the brand (which speaks of the personality, culture and self-image), and the externalization or perspective external (where the physical, reflection and relationship of the brand identity is defined).

Internally there are 3 categories: Personality. What character does the brand convey? Tone of communication and brand messages also fall into this category Culture. Values ​​and principles on which the brand bases its behavior Self-image. How do consumers perceive themselves when they interact with the brand or product? This category seeks to know the lifestyle, frustrations and aspirations of consumers On the external plane:

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Physical. Qualities that the consumer perceives at first sight such as logos, icons, typography, color palette, etc. Relationship. What will the customer receive when interacting with the brand? The commitment between brand and consumer, which goes beyond the sale Reflection. How do CPA Email List  brands want potential customers to see them? How is the ideal person who will consume this product? As we have observed, the Brand Identity Prism or Caperer Prism is a very useful tool for a brand to communicate effectively with an audience, build effective marketing campaigns and develop brand strategies aligned to the identity of the same.

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