KAPFERER’S BRAND IDENTITY PRISM

Physique is a brand’s only tangible

The personality of a brand is an intangible
dimension, communicating physical Picture of Recipient dimension, which forms the character, soul,
specificities such as color, form, icons,
and brand personality. In other words, if one
and brand qualities. Physique is the
Per were to ask the question, ‘‘if the brand were
ue
starting point of branding and
therefore it forms the brand’s iq s o na a person, what would it be like?’’, one would
ys lity arrive at a brand’s personality.
backbone. Ph
EXTERNALISATION

A brand’s culture stems from its

INTERNALISATION
Relationship refers to the brand– history, country of origin, the

Relationship
customer relationship, or the organization and of course its

Culture
way a brand connects and values. As an internal intangible
behaves with its customers. This dimension, it is essential for a
is an external dimension that is brand’s culture to resonate with
as reliant on external that of its prospective audience,
stakeholders as it is on internal so that they can exist in the
ones.  same ecosystem.

Refl
ge
ecti
o n lf Ima
Reflection refers to the customer’s self-
image upon using the brand. In other
Se Self image refers to how the consumer views
words, if the brand were to be seen as himself/herself, and thereby tries to draw a
a mirror, this dimension examines how parallel between aspects of the consumer’s
the association with the brand projects Picture of Sender self-image that resonate with some attributes
him/her to the outside world. It is a of the brands that he/she associates
direct reflection of the self-expressive himself/herself with..
benefits of a brand.
1
 Your Reg. No.: Quiz 4 Brand: AMD

Physique: AMD operates in two segments, Computing and

Graphics; and Enterprise, Embedded and Semi-Custom.
People can see AMD products in graphics cards, microchips Personality: AMD’s personality can be
and computer processors. AMD focusses exclusively on red colorized to the red force as it is a competitor
as their primary colour palette for their CPU as well as GPU and alternative to Intel’s Blue. It offers high
range which has given them the brand identity of Team Red performance with high efficiency and is
in the PC space usually a favourite for people who don’t like
the mainstream.
e Per
s on
y siqu ality
Ph
Relationship: AMD's customer focus is
mainly on building a recurring customer Culture: At AMD, the goal is to be an
base through their production of employer of choice, with passionate,
semiconductors. AMD's brand connect innovative, fully engaged employees.
Relationship

rely on word of mouth and retail and The founder’s guiding direction was

Culture
online market channels for visibility and “People first, products and profits will
distribution channels. Their special follow.” And that remains true to this
relationship with their customers can be day. The success as a company is
seen by their truthfulness of their dependent on the people who design
direction and products and overall and manufacture the technology, as
transparency to build trust as opposed to well as the people who use it.
PR.
Refl ge
ecti m a
on fI
Sel Self-Image: For the consumers who view
Reflection: AMD consumers are focused more on themselves as going against the mainstream
performance and efficiency rather than gimmicks and and inclined towards highly capable but lesser
popularity. Reflection of the person is that of a silent known products, AMD is a good choice.
but capable professional who lets his work do the
talking.
2