Brand Identity PRISM (according to Kapferer)

In order to differentiate itself from its competitors, a company needs to build and develop its brand equity. When a brand operates within a highly competitive market, such as the tea market, it is fundamental to create a strong brand identity in order to achieve a competitive advantage and to adopt a better positioning.

The conception of brand identity includes a lot of elements such as the brand’s vision, aim, values, personality, competences, etc…

Here are the two brand identities prisms of Kusmi Tea and Mariages Frères.

KUSMI TEA IDENTITY PRISM

MARIAGE FRERES IDENTITY PRISM