Brand Identity Prism

Brand Identity prism - Indian Terrain

Picture of Sender

Internalisation
Externalisation

Picture of Receiver
 Physical Facet
Salient physical qualities which are seen by the target audience - like
its color, shape, logo or anything that brings an image in the mind of
the consumer when thinking or talking about the brand.
It would be fair to argue that the first step in developing a brand is to
develop its physical aspects.
This highlights questions such as; what is it concretely? and what
does it look like?.
 Physique

Picture of Sender

Physique :
The spirited man
logo
Khaki chino’s,
Madras checks fabric

Internalisation
Externalisation

Picture of Receiver
 Brand Personality
This defines the brand's personality or character.
Here the brand is personified and its traits are perceived in the eyes
of the consumer in a particular way.
 Picture of Sender

Personality :
Ambitious ,Self
driven , Spirited,
Brave , Tough

Internalisation
Externalisation

Picture of Receiver
 Brand Culture
This represents the values and principles a brand stand for.
 C ultu re

Picture of Sender

Culture :

Internalisation
Externalisation

 Indian origin
 Inspired from
Distinctly American
sportwear
 Building Indian dream

Picture of Receiver
 Brand Relationships
The relationship a brand has, with its customers, the way each
communication relates to its target audience or how brands influence
and provide a particular service to its customers.
 Relationship
Picture of Sender

Relationship :
 Connected with

Internalisation
Externalisation

Men
 Equality
 Styling Assistance
 Encourages
community to
stay fit

Picture of Receiver
 Customer Reflection
How a customer reflects with a particular brand.
This is different with how customers perceive the brand.
This talks more about the consumers who use the brand as opposed
to the brand itself.
 Reflection

Picture of Sender

Internalisation
Externalisation

Reflection :
Cosmopolitan,
mature, Sporty
Men who build the
nation , Vacation Picture of Receiver
Reference
 Customer Self Image
This explains how a customer perceives himself by using the brand.
 Self Image
Picture of Sender

Internalisation
Externalisation

Self image :
Successful ,Casual, Responsible
Picture of Receiver
 Brand Identity Prism

Picture of Sender
Physique :
 The spirited man Personality :
logo Ambitious ,Self
 Khaki chino’s, driven , Spirited,
Madras checks Brave , Tough
fabric
Relationship :
 Connected with Culture :

Internalisation
Externalisation

Men  Indian origin

 Equality  Inspired from
 Styling Assistance Distinctly American
 Encourages sportwear
community to  Building Indian dream
stay fit

Reflection :
Cosmopolitan, Self image :
mature, Sporty Successful ,Casual, Responsible
Men who build the
nation
Picture of Receiver