Kapferer's Brand Identity Prism: Is it still relevant after 33 years?

Jean-No?l Kapferer is one of the most respected names in luxury. Author of 15 books and over 100 articles, Kapferer is a master in brand identity and luxury management.

Of all of his works, one of the most popular is the Brand Identity Prism. Created in 1991, this prism has six facets, each representing a different aspect/vision of the brand through the eyes of the customer or the brand itself. The position of the facet is also relevant, as the ones at the top are about the brand and the ones at the bottom represent the client. The same rule applies to the sides, with the left side leaning towards external values and the right side representing the internal values of the brand.

The Brand Identity Prism is well-known in the luxury world and used by many agencies across the globe, but what is not often taken into consideration is that a lot changes after 33 years, especially with the advancements we have on technology and the power of social media.

That begs the question: How relevant is this framework after over three decades?

The answer: Very relevant, but not perfect.

The progress we've achieved in technology did not replace human perception, nor did it replace our experiences. Instead, it enhanced our ability to create these experiences. What was created by Kapferer in 1991 did not lose any relevance at all.

However, social media adds a new challenge to brands: Nurturing communities, maintaining engagement and managing the brand promise day after day, knowing that every piece of content posted has an immediate effect on the audience. What the model created 33 years ago can't encapsulate is the way all six facets work together to create a private world. There are theses that suggest the addition of a seventh facet called "Social", placed in the middle of the prism, as a connection of all previous facets. With that new format, social endeavors will be seen as the practical application of all knowledge structured by the original prism.

The Kapferer Prism helps us map the ethereal nature of perception, through both brand -> client and client -> brand perspectives. The answers we get can then be refined and molded to our current models, especially for our current formats of social media. The translation of everything we extracted from the brand identity into content that not only tell a story but offer true immersion into our own universe is an art and a science, and using this iconic framework is a great starting point for the development of a perfect social strategy.

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