The main objective of a business is to sell its product or service and to develop its turnover. To succeed, it must boost its visibility with its customers by improving its communication and branding. The company must then build a strong brand image. This is the whole point of the Kapferer prism.
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What is the Kapferer prism?
Developed in 1992 by Jean-Noël Kapferer, the Kapferer prism makes it possible to build and analyze the brand image of a company through 6 constituent elements. It is thus about the physical, the relation, the reflection, the personality, the culture and the mentalization. Used properly, the Kapferer prism, also known as the brand identity prism, boosts a company’s visibility by perfecting its branding. It also allows them to improve their communication to be easily recognized and remembered by their customers.
Why use the Kapferer prism?
The Kapferer Prism is used to create a strong brand image that reflects the company to the consumer. Composed of different facets, it brings out the values, vision and history of the brand. When integrated into a marketing strategy, the Kapferer prism becomes an essential tool for its communication.
Its primary role, however, is to analyze a brand’s identity and monitor its development. It makes it possible to take stock of what is positive or negative in a company’s communication strategy, to readjust its positioning on the market and to verify that the desired image is indeed the one actually perceived by the consumer.
The Kapferer prism can also be used for:
- Estimate the financial value of a brand in the event of a sale or takeover.
- Diversify into other markets.
- Revitalize a brand.
- Compare a brand identity to that of its competitors and determine its strengths and weaknesses.
How is the Kapferer prism made?
The Kapferer prism is made up of 6 elements, which are determining factors of a brand’s identity:
- On the left, what consumers perceive the brand to be.
- On the right, what the company wants us to see about its brand.
- At the top, what is attached to the mark.
- At the bottom, what is attached to consumers.
The physique is a visual factor. It brings together all the elements that allow a consumer to identify a brand, such as:
- The logo.
- The packaging.
- The colour.
- The atmosphere that is clear.
This is, for example, the apple logo for the Apple brand. The minimalism, elegance and modernity shown by the products of this company also make it easy for consumers to distinguish an iPhone from another model of smartphone.
This element corresponds to the relationship that exists between the customer and the brand. These include the ability to listen and the attention shown by a company or the customer service it offers its consumers.
Because of the price of its products, Rolex maintains, for example, a privileged relationship with its customers, while Darty advocates a relationship of trust.
Reflection is how the target sees himself through the business. A brand must then think about its personas so that its target can recognize itself through it.
For example, those who use the Chanel brand see themselves as elegant and modern women.
A company conveys its personality through its communication. Her customers perceive her as being rather serious, funny or sophisticated, for example. The personality is materialized in particular by the tone, the colors or the fonts employed.
Coca-Cola is thus perceived as a generous brand that likes to share thanks to its emblematic font, its red color and its mode of communication.
These are the values transmitted by the brand. Culture is one element through which a company can differentiate itself from the competition.
The values put forward are often linked to the country of origin of the brand. This is, for example, the case of Toyota, which uses a set of principles from Japanese culture.
Mentalization corresponds to the feeling perceived by the customer when he buys or when he uses a product of such or such brand.
He may, for example, feel very proud. This is the case with a customer who buys a Lacoste polo shirt and is happy to wear it, because it is a quality garment from a reputable brand.
Analyze your brand image with the Kapferer prism
The Kapferer lens allows us to analyze the brand image of his company, from its origins to today. A first prism must be established at the beginnings of the brand and another today to observe the deviations that have been made over time or, on the contrary, the permanence of its identity.
The analysis of its brand image can be carried out at time T, but it can also be carried out over time, especially since it is easy to set up.
Good to know : to be successful, you have to be very factual in observing your advertisements and communication campaigns.
To go further, download this free e-book and find out how tobuild your company’s brand image through social media monitoring and analysis.