Which facet of Kapferer's Brand Identity Prism focuses on how customers feel internally when using a brand?

Which facet of Kapferer's Brand Identity Prism focuses on how customers feel internally when using a brand?

• A. Self-Image
• B. Physique
• C. Culture
• D. Reflection

Answer: (A)

The correct focus of the facet within Kapferer's Brand Identity Prism that addresses how customers feel internally when using a brand is self-image. This aspect pertains to the way consumers perceive themselves or aspire to be when they engage with a particular brand. It encapsulates the emotions and self-perceptions that are elicited through the consumption experience, highlighting how a brand can influence a customer’s identity and feelings about themselves. In this context, self-image serves as a crucial element because it connects directly with consumers' personal aspirations and emotional connections. When a brand resonates with an individual's self-image, it can foster brand loyalty and a deeper emotional bond, which are vital in luxury marketing where consumers often seek not just products but an extension of their identity through brands. The other facets, such as physique, culture, and reflection, serve different purposes. Physique relates to the tangible attributes and features of the brand. Culture represents the values and principles that underpin the brand’s foundation. Reflection pertains to how the brand reflects the customer's social identity, including the way they are perceived by others. While these elements are pivotal in understanding brand identity, they do not specifically address the internal feelings and perceptions that consumers have about themselves in relation to the brand, which is why self-image is the

The correct focus of the facet within Kapferer's Brand Identity Prism that addresses how customers feel internally when using a brand is self-image. This aspect pertains to the way consumers perceive themselves or aspire to be when they engage with a particular brand. It encapsulates the emotions and self-perceptions that are elicited through the consumption experience, highlighting how a brand can influence a customer’s identity and feelings about themselves.

In this context, self-image serves as a crucial element because it connects directly with consumers' personal aspirations and emotional connections. When a brand resonates with an individual's self-image, it can foster brand loyalty and a deeper emotional bond, which are vital in luxury marketing where consumers often seek not just products but an extension of their identity through brands.

The other facets, such as physique, culture, and reflection, serve different purposes. Physique relates to the tangible attributes and features of the brand. Culture represents the values and principles that underpin the brand’s foundation. Reflection pertains to how the brand reflects the customer's social identity, including the way they are perceived by others. While these elements are pivotal in understanding brand identity, they do not specifically address the internal feelings and perceptions that consumers have about themselves in relation to the brand, which is why self-image is the