The six facets of the identity prism define the brand identity from different perspectives and sets the boundaries within it is free to change or to develop in time (Kapferer, 2007:107-112). The six facets of the identity prism can be described as;
Physique:
An exterior tangible facet communicating physical specificities, colour, form and brand qualities. Physique is the starting point of branding and therefore it forms the brands backbone.
Personality:
An internal intangible facet which forms the character, soul and brand personality which are relevant for brands.
Culture:
An internal intangible facet to integrate the brand into the organization which is essential in differentiating brands.
Relationship:
An exterior facet with tangible and intangible areas, and defines the behaviour that indentifies the brand – the way the brand connect to its customers.
Reflection:
An external intangible facet reflecting the customer as he or she wishes to be seen as a result of using a brand. So called: the target outward’s mirror.
Self-image:
An external intangible facet reflecting the customer attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror.
Brands will evolutes in time in a certain direction. To manage and balance identity changes across the facets in a guided and preferred direction, organizations need to understand the key brand drivers and “raison d’être”. Kapferer has captured this in a three-tier pyramid where he positioned the identity prism is the pyramid. See figure 15. The pyramid counts 3 layers of freedom and flexibility; (1) the brand kernel, (2) the brand style, (3) the brand themes, acts and products. The flexibility and freedom of change decrease from the bottom to the top. The pyramid concept enables differentiated change management across identity facets by grouping them in a pyramid layer (Kapferer, 2007:222-224)
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