Brand Identity Prism (Kapferer)

PHYSICAL
FACET PERSONALITY
RELATIONSHIP CULTURE
REFLECTED
CONSUMER
CONSUMER
MENTALISATION

Constructed source
Constructed receiver
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- Logo, design, black,
silver and Green.
- High-tec look
- High quality

- Trustful, Consistent,
Reliable and
professional Support.
- Friendly and youthful
professionalism
- Cool
- Modern
- Stylish
- Reliable
- Modern
- Reliable
- Stylish
- Cool
- Dynamic
- Competent
- Innovative
- Professional

- Cool
- Modern
- Profesional
The best names would be Niex and Drakon. Niex is more melodious
sounding and brief. Drakon is more distinctive and memorable.
According to the weights of the brand name key attributes, Niex
would be the best option.
Qualifications (1 to 5)
Key Attributes for
a good Brand
name
Weight Cellxend Prozex Niex Zimirax Drakon
Evoque Key
Benefit
20% 4 3 3 3 3
Melodious sound 20% 3 4 5 5 4
Briefness 20% 3 4 5 4 4
Distinctiveness 15% 3 3 4 4 5
Memorable 15% 3 3 4 4 5
Declinable 10% 2 3 4 4 4
Total Weighted 3.1 3.4 4.2 4 4.1