Brand Identity Prism

by Jean-Noël Kapferer

External (Picture of sender/receiver)
Internal (Internalization)
EXTERNAL

Physique

Sender

Physical qualities and characteristics

Relationship

Bridge

How the brand connects with customers

Reflection

Receiver

Target audience image

INTERNAL

Personality

Sender

Character and attitude

Culture

Bridge

Values and inspiration

Self-Image

Receiver

How customers see themselves