Brand Identity Prism for Axe for Men

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

Brand Identity Prism for AXE FOR MEN:

A Step By Step Guide to Understand how the BRAND IDENTITY PRISM WORKS:

Step 1:Understand the Essence of the Brand.Everything of the prism points back to the Essence of the brand, this is the core value of the brand

Step 2:Start moving Clockwise from the Physique. This answers the question: What is the first thing that comes to your mind when you think of the Brand?

Step 3: Move to the Personality of the brand. This answers the question: Is the brand was a person how he be?(Describe the person as you would if he was standing in front of you)

Step 4: Move to the Culture of the brand. Ask yourself and your research this question: What is the culture,values of the brand? (What does his brand stand for?)

Step 5: The next step is Self-Image. This answers the question: When I use the product, What do i feel about myself?(this answers the question why the consumer uses the brand ? if he does so)

Step 6: Here begins the externalization; by this I mean external factors that affect the brand. This Reflection  part answers the question: When I use the product, what do I want others to feel about myself?(Its a complex but a very fun question)

Note: Do not get confused between Step 5 and Step 6. They are tricky but answer a  lot of unasked questions.

Step 7:Relationship:This is the Key and most important step.If you find this out for your brand your entire Communication Strategy can be based around this.Think of all the persons you know. One of them might be the brand.

Brand Identty Prism for Axe for Men

If you want to know more on how the prism works read KAPFERER; the guy who invented it.

All my prisms are dedicated to Ramesh Tahiliani.