Brand decisions
Compare Kapferer, Keller, Aaker and brand archetypes, then test their usefulness against actual brand decisions.
Kapferer Brand Identity PrismBest forchecking identity coherence across physique, personality, culture, relationship, reflection, and self-image.
Where it breaksBreaks when the six sides are written as brand adjectives with no product, channel, or behavior proof.
Best forReading how customer-based equity builds from salience to meaning, response, and resonance.
Where it breaksBreaks when teams chase loyalty language before awareness, meaning, and proof are clear.
Best forInventorying the assets that make the brand valuable: loyalty, awareness, perceived quality, associations, and proprietary cues.
Where it breaksBreaks when equity is treated as sentiment instead of assets a competitor would struggle to copy.
Best forNaming a repeated emotional role or story pattern.
Where it breaksBreaks when the archetype becomes costume, tone, or moodboard language without operating proof.
