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Topic: Student Questions

Brand Identity Prism -kapferer

Posted by Anonymous on 3/19/2006 at 1:40 PM ET 250 Points

Can someone explain the application of brand identity prism with the help of a brand, preferrably indian brand?

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Posted by wnelson on 3/19/2006 at 2:03 PM Member

Shruti,
Here's an article that explain the identity prism in pretty good detail:

https://www.12manage.com/methods_kapferer_brand_identity_prism.html

Also, here's an article which applies the prism - or rather extends the concept of the prism to the Indian Tea industry. While it isn't strictly an application of the prism, it does illustrate the concepts and in fact points out some weaknesses and fills those holes with a bit different concept:

https://www.iimcal.ac.in/research/decision/vol28no2/Article%20No.%202.pdf#s...

I hope this helps.

Wayde

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