Map Your Brand Identity

Brand identity prism

Kapferer's brand identity prism examines six facets of a brand. Physique concerns recognizable cues; personality concerns character; culture concerns values; relationship concerns the connection offered to customers. Reflection describes the customer image the brand projects, while self-image concerns how a customer sees themselves through the brand.

When it helps

Use the prism in a positioning workshop, rebrand discussion, or brand comparison. It provides a structure for interpretation, so statements about what customers think should be tested against evidence rather than treated as facts.

What to check

1. Keep all six facets distinct. Repeating the same adjectives in every section hides the framework's purpose.
2. Ground physique in cues. Name recognizable product or identity features.
3. Connect culture to behavior. Values need an explanation of how the brand acts.
4. Separate reflection and self-image. The projected customer portrait differs from a customer's internal view.
5. Label the point of view. Distinguish intended identity, outside analysis, and researched perception.

Build it with MyMap

MyMap can arrange brand notes across the six facets and help refine contradictions. The example interprets Apple through the prism; it is an illustrative analysis, not an official statement from the brand or verified evidence of every customer's beliefs.