| Brand Identity Prism is often used by marketers to | | | | personality is closely linked with self image and image |
| gauge the identity for any brand. But before the | | | | of the consumer. Questions to be asked are: |
| application of any model, few obvious questions | | | | |
| which come to our mind are:- | | | | 1) What are the features of consumer personality? |
| What is it? | | | | 2) What are the features of brand if it was a |
| When should it be used? | | | | person? This depends on the functional aspect of the |
| How to use it? | | | | product and the gap it would fill. |
| Now suppose if a product or a brand (taking the | | | | Brand Culture: As the name signifies, it talks about |
| liberty of equating product with brand ) was a | | | | the culture of the brand. The values and the principles |
| person, how would he look like? What traits would he | | | | will follow from the culture and it is these values |
| have? Would he be warm, cold, aggressive, | | | | which will bind the customers. Remember HSBC's |
| approachable or smart? | | | | "The World's local bank". |
| Brand identity prism helps us provide answers to | | | | Questions which need to be asked:- |
| these questions. | | | | |
| Ok so the next logical question is when to use it? | | | | 1) Is the brand's culture global? |
| I would say practically everywhere. Understanding of | | | | 2) What are the values for which the brand stands |
| the identity would help design your web presence | | | | for? |
| better, would decide the positioning and have an | | | | 3) How would customers take the values of such a |
| effect on all marketing collaterals. | | | | brand? |
| The best way to understand the model is to call up a | | | | Brand Relationships: No prizes for guessing what |
| meeting of all department heads and ask questions, | | | | would this be about! Yes, after all every brand has to |
| lot of questions. | | | | maintain healthy relationships with customers. All |
| The model has 6 dimensions on which a brand is to | | | | marketing collaterals are intended to do just that. |
| be evaluated. | | | | Therefore to gauge the identity, this had to feature. |
| Physical Facet talks about what the product is, what | | | | |
| does it do, how does it add value to customers, how | | | | 1) How would Sales describe the relationship |
| does it fill up the gap in the market. | | | | attributes for their customer management process? |
| Brand personality is measured using those traits | | | | 2) How would Customer support describe their |
| features of consumer personality that are directly | | | | approach to increasing customer satisfaction? |
| related to brands. Proper care should be taken not to | | | | 3) How does the brand want to be seen by |
| confuse it with consumer's reflection. Brand | | | | customers in marketing communication? |