Strategic Brand Management Kapferer (HD)

Maintaining a unified voice across all touchpoints. 2. The Kapferer Brand Identity Prism

You are repositioning, entering luxury, merging cultures, or feel "generic." Use Keller when: You need to track ad recall, brand awareness %s, or launch a new soda. strategic brand management kapferer

If your brand were a person, how would it speak? Is it rebellious like or playful like M&M’s ? This facet guides your voice and tone. 3. Culture (The Soul) Maintaining a unified voice across all touchpoints

Maintaining a consistent "soul" across social media, apps, and physical stores. brand awareness %s