A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
BMW
The Brand Identity Prism and how it works
In 1996, Jean-Noël Kapferer aimed to conceptualize what he considers the six elements of a brand’s identity. The Brand Identity Prism works as a diagram to help us understand these elements and how they relate to one another. Together, Kapferer argues, the elements help businesses build strong brands, which in turn helps them communicate clearly and […]
