Kapferer

Kapferer Who? one might ask, well apparently this chap has created something called the prism which relates to 6 aspects of the brand like

Physique--> What are the physcial attirbutes that we can see in this brand?

Persona---> What are the values that we can see in the brand?

Culture--> What is the culture that is at your corporate offices? at your front end?

Self Image--> Consumers mental image of the brand

Reflection--> If the consumer were to look at a mirror after consuming a brand, then what would he see?

Relationship--> What is the consumers perception of his relationship with this brand?