Kapferer's brand identity prism

What is brand identity?

In Brand Asset Management, Scott Davis explains that "brand identity helps to define how the company plans to leverage its brand in order to reach its corporate vision, uphold its corporate values and achieve its corporate mission". Thus, brand identity is how the company wants its brand to be perceived.

The conception of "brand identity" was mentioned for the first time in Europe by J. Kapferer in 1986. According to him, brand identity allows the brand to express its particular vision and aim, why it is different and recognizable from others, its values, its legitimacy. Through brand identity, the brand can, more than everything, convey to possible and current customers what need it fullfils. J. Kapferer has based his brand identity on six dimensions, which are organized into a prism: physique, relationship, reflection, personality, culture and self-image.

Heineken identity prism

1664 identity prism

Both of them want to be perceived as a premium larger beer on the market and play out well on quality. But Heineken has a stronger brand identity, which leads customers to recognize easily the brand among others. Thus the consistence of the brand allows itself to express its values: customers clearly understand the message Heineken conveys, which is: sharing a Heineken beer with your friends is cool and trendy. 1664 wants to be perceived as the sophisticated and traditional French beer, but the brand steps aside Heineken since it didn't have as strong brand identity as Heineken had. 1664's values are not always understood by customers, who can feel a bit confused.