P/M/222. "Brand identity is more relevant than brand image" demonstrate the applicability of Kapferer's Brand Identity prism with the use of examples

This essay analyses whether brand identity is more relevant then brand image to today's consumers. The concept of Kapferer's brand identity prism is introduced and it demonstrates how organisations perceive the importance of brand identity and brand image. The essay analyses the issue of brand image from both consumer and organisation's point of view aiming to identify interests of both groups.