How to build great brand identity with Kapferer’s prism and Archetypes

What makes people tick? How can you attract high-end customers? How can you influence their preferences and build a loyal customer-base? The answer to all these questions is a great brand identity!
In this seventh lesson of my strategic digital marketing course, you will learn the importance of building a strong brand and the difference between brand identity and brand equity.
You will explore two techniques to build a brand: Kapferer’s Brand Identity Prism and Brand Archetypes. While the first has a more analytical approach and can also be used to audit an already established brand, the second is grounded in years of psychological research and finds its roots in Greek mythology.
Building a strong brand identity is the only way to make significant emotive connections with your customers, differentiate from competitors and increase your bottom line. As I always say, a brand is the most valuable intangible asset of a company. It not only affects the price of products or services, but also consumers’ preferences and loyalty.
Table of contents:
1:39 - Definition of brand;
2:05 - Difference between brand identity and brand equity;
4:40 - BrandAsset Valuator (BAV);
6:22 - How to build a brand with Kapferer's Brand Identity Prism;
13:34 - How to build a brand with the 12 brand archetypes.
#AlbertoCarniel #BrandIdentity
Useful links:
Related blog article: bit.ly/2Fl5UH6
Kapferer’s Brand Identity Prism template: bit.ly/2PhFcF2
Buyer persona worksheet: bit.ly/3ezQ3oc
Book a consultancy: bit.ly/BookAConsultancy
Reach out on Social Media:
Subscribe to my RUclips channel: bit.ly/AlbertoCarnielYT
Connect with me on LinkedIn: / albertocarniel
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I'm Alberto Carniel, an international e-commerce and digital marketing consultant. I have worked with over 40 private and public organizations worldwide, and have collaborated with many important brands like Unilever, Retro Fitness, McFIT Group, HubSpot and Esercito Italiano.
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Book a consultancy: bit.ly/BookAConsultancy