The Brand Identity Prism is a theory developed in 1986 by Jean-Noel Kapferer. He is a professor of marketing strategy to visualize how a brand is expressed through six facets as Physique, Personality, Culture, Self Image, Reflection, and Relationship.
The prism’s purpose is for brands to recognize their identity and make them work together to tell the brand’s story. As we know, a brand story is a consistent narrative that comprises the facts and feelings created by a brand. Unlike traditional advertising!
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