Business Digital Marketing definition and tips to create it

definition and tips to create it


- Advertisment -definition and tips to create it


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.

> Download: The guide to building a brand image for your business.” align=”middle”/>

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.

READ  definition, operation and implementation

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.
READ  Web-to-store: definition and examples

How is the Kapferer prism made?

Blank Kapferer prism diagram

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 look

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.

READ  What is the drive-to-store?

The relationship

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.

The personality

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.

READ  What is a Customer Data Platform (CDP)?
READ  definition, operation and implementation


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.How to build a strong brand image



Please enter your comment!
Please enter your name here

Latest news

Web Development: What It Is, & Types Of Web Development

Web development is the work engaged with building up a Web site for the Internet (World Wide...

First details and news LEGO Speed ​​Champions 2021 set

LEGO lovers may have noticed that this year we have hardly heard about the popular Speed ​​Champion series...

Audi 5-cylinder with 390 hp and limited to 7000 units

In addition to a striking event held purely online in which the guests had to make their own...

7 tips and examples for a successful page

The "About us" page, also called "About" or "Our story", is the second most visited on a website....
- Advertisement -definition and tips to create itdefinition and tips to create it

This was the story between Jenni Rivera, Chiquis and Esteban Loaiza

The rumors of a love triangle between mother, husband and daughter unleashed a great scandal in their time The...

Delicious and crunchy croquettes. Enjoy its variety!

It is one of the favorite foods in Latin America and a national treasure...

Check this

Lack of kisses causes illness

Showing love is necessary. It is the reflection of...

Confinement and pandemic inhibit sexual desire

At this point in the pandemic, it is clear...
- Advertisement -definition and tips to create itdefinition and tips to create it

You might also likeRELATED
Recommended to you