Levi’s vs Diesel: Kapferer Brand Identity Prism

Dear readers,

The end of the blog is approaching…

So, to conclude our marketing study of Levi’s and Diesel we propose you to analyse the brand identity of these two denim brands.

The brand identity concept was mentioned by J. Kapferer. He has based his brand identity on six dimensions, which are organized into a prism: physique, relationship, reflection, personality, culture and self-image. Moreover, he has distinguished a sender and a receiver side, plus an externalisation and internalisation side. The 6 identity facets express the tangible and intangible characteristics of the brand.

So thanks to brand identity we can see what are the values of Levi’s and Diesel, their particular vision and aim, and why they are different and recognizable.

Levi’s Identity Prism

Brand identity Levi's

Diesel Identity Prism

Brand identity Diesel

 

Sources:

http://www.levistrauss.com/

http://businesscasestudies.co.uk/levis/reclaiming-the-identity-of-a brand/introduction.html#axzz3Kafe22eE

http://www.diesel.com/

http://businesscasestudies.co.uk/diesel/live-breathe-and-wear-passion/introduction.html#axzz3Kafe22eE

by Céline

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