| Facet | Strategic Question | Red Flag | | :--- | :--- | :--- | | | What is the one visual signature only we own? | "Our logo is similar to Competitor X." | | Personality | If our CEO changed, would the brand voice stay the same? | "The brand sounds like the current ad agency." | | Culture | What is the one belief we would never violate for profit? | "We don't have a belief; we have a mission statement." | | Relationship | What do we do for the customer that a machine/AI cannot? | "Our customer service is a chatbot only." | | Reflection | Do aspirational users envy our current users? | "Our customers are older than we want." | | Self-Image | Does our brand help the user feel like a better person? | "It's just a utility (e.g., paper towels)." | Part 5: Kapferer vs. Keller (The Quick Reference) | Criteria | Kapferer (Identity) | Keller (Equity) | | :--- | :--- | :--- | | Focus | Brand soul & psychology | Customer knowledge & memory | | Structure | The Prism (6 facets) | The CBBE Pyramid (4 layers) | | Best for | Luxury, B2B, Long-term strategy | FMCG, Digital metrics, Advertising | | Weakness | Hard to measure | Can ignore brand culture |
