Definition
A brand identity model created by Jean-Noël Kapferer (Brand Identity Prism, 1986) that structures identity into six facets: physique, personality, culture, relationship, reflection, and self-image (mentalization). It distinguishes a sender side (how the brand is built) from a receiver side (how the public perceives it).
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Físico
Los rasgos tangibles y visibles: logo, color, producto, packaging. El «cuerpo» de la marca.
Relationships
types-of / more specific
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