任何品牌要取得成功，都必須做到建立差異化的個性并在消費者的認(rèn)知中產(chǎn)生一致的品牌形象。品牌識別棱鏡模型中的內(nèi)外六個方面都需要以表達(dá)高度統(tǒng)一的品牌識別形象為核心目的。

內(nèi)在（品牌風(fēng)格/定位）

1.個性：品牌人格化所帶來的價值就是在通過各種媒介與消費者建立溝通的時候，確立其溝通風(fēng)格與基調(diào)。

2.文化：品牌文化通過品牌價值塑造，讓消費者對品牌產(chǎn)生精神上的高度認(rèn)同，從而形成品牌忠誠度。品牌文化來源于地域文化、品牌氣質(zhì)、修養(yǎng)等。例如，ZARA在品牌棱鏡的文化層面就有源自歐洲（西班牙）、國際化、與客戶互相信賴的關(guān)系，李維斯則是美國個人主義生活態(tài)度的體現(xiàn)。

3.個人形象：品牌的理想型用戶形象，即目標(biāo)消費群體。形成品牌形象的所有方面都應(yīng)該符合目標(biāo)消費群體的期許，從而引發(fā)他們的興趣。

外在（品牌主旨/執(zhí)行）

1.外貌：包含了消費者對品牌直接認(rèn)知的方方面面。通常包括品牌符號、品牌識別系統(tǒng)、包裝、廣告、實體店、服務(wù)等，以及產(chǎn)品層面的獨特優(yōu)勢，如產(chǎn)品屬性、品類、構(gòu)成、外觀等。你會發(fā)現(xiàn)成功的品牌在這部分的塑造是高度統(tǒng)一且有效傳播的。

2.關(guān)系：品牌與消費者之間建立的黏性關(guān)系。

3.體現(xiàn)：品牌實際的消費群體形象。注意，目標(biāo)消費群體是實際消費人群的一部分，比如紅牛作為功能性飲料，其目標(biāo)人群是年輕人，但實際使用人群包括了更廣泛的年齡人群。通過目標(biāo)定位的消費群體可以更好地體現(xiàn)品牌個性，從而延伸吸引到其他用戶群體。

品牌識別棱鏡是品牌識別金字塔的組成部分。品牌識別棱鏡置入品牌金字塔中，可以很直觀地看到棱鏡的各個部分在金字塔中所處的位置。

特別要注意的是金字塔的第①層對應(yīng)的是品牌識別棱鏡的外在部分；第②層對應(yīng)的是棱鏡的內(nèi)在部分。

第①層：品牌主旨/執(zhí)行是品牌的外在部分，由人格化的比喻外貌、關(guān)系、體現(xiàn)三個方面構(gòu)成，包含了品牌的視覺設(shè)計（品牌符號、品牌識別系統(tǒng)、包裝、廣告等）及傳播方式。

第②層：品牌風(fēng)格/定位是品牌的內(nèi)在部分，是一個品牌與其他品牌的差異，并將自身以何種價值認(rèn)同根植于消費者心智中的品牌認(rèn)知。可以看到品牌由個性、文化、個人形象三個方面構(gòu)成。

第③層：金字塔頂端的品牌內(nèi)核，是品牌的核心資產(chǎn)、價值承諾，它隨著品牌傳播通過第①層、第②層的內(nèi)容積累并最終形成。

For any brand to achieve success, it is imperative to establish a differentiated personality and create a consistent brand image in the minds of consumers. The Brand Prism model, which consists of six internal and external aspects, should all serve the purpose of expressing a highly unified brand identity.

Internal (Brand Style/Positioning):

Personality: The value of personifying a brand lies in establishing a communication style and tone through various media, fostering a connection with consumers.

Culture: Brand culture shapes values that lead to a high level of spiritual identification by consumers, thus building brand loyalty. Brand culture stems from regional culture, brand temperament, and cultivation.

Persona: This refers to the ideal customer profile, i.e., the target consumer group. All aspects of forming a brand image should align with the expectations of the target consumer group, thereby piquing their interest.

External (Brand Essence/Execution):

Physique: This encompasses all the tangible elements directly recognized by consumers. It typically includes brand symbols, identity systems, packaging, advertising, physical stores, services, and unique product attributes such as characteristics, categories, composition, and appearance. Successful brands are highly consistent and effectively communicated in this aspect.

Relationships: This represents the sticky relationship established between the brand and its consumers.

Expression: This is the actual image of the brand's consumer base. Note that the target consumer group is a subset of the actual user base. For example, Red Bull targets young adults but is consumed by a broader age range. By clearly defining the target consumer group, a brand can better express its personality and extend its appeal to other user groups.

The Brand Prism is part of the Brand Identity Pyramid. When inserted into the pyramid, it becomes clear how each aspect of the prism fits within the pyramid structure.

Specifically:

Layer ①: The External Essence/Execution layer corresponds to the external aspects of the Brand Prism, comprising the anthropomorphic representation, relationships, and expression. This layer includes the visual design (brand symbols, identity systems, packaging, advertisements, etc.) and the means of communication.

Layer ②: The Internal Style/Positioning layer corresponds to the internal aspects of the Brand Prism, delineating how a brand differentiates itself from others and plants its value recognition in the consumer's mind. This layer is made up of personality, culture, and persona.

Layer ③: At the apex of the pyramid lies the brand’s core asset and value proposition, which accumulates through layers ① and ② and ultimately forms as the brand spreads.

我是展柜大小姐章婭妮，來自東莞鑫峰展柜廠，30年來我們廠只做類似于卡地亞珠寶這樣的奢侈品展柜和道具。

100多個國內(nèi)外品牌授權(quán)我們廠制作展柜和道具，雖然我們貴一點，但是品質(zhì)堪比卡地亞。

既能做鐘表、珠寶、博物館等展柜，又能做陳列道具的工廠，這樣的工廠，在國內(nèi)沒有第二家。

我已經(jīng)用自己的姓名“章婭妮”注冊了展柜品牌，這代表了我此生不轉(zhuǎn)行。

做了不稱心的展柜，應(yīng)該來鑫峰廠試試。

手機/微信：17688026138

聯(lián)系人：章婭妮

地址：中國廣東省東莞市企石鎮(zhèn)永發(fā)工業(yè)區(qū)環(huán)企大道42號之一

I am Ms. Zhang Yani, from Dongguan Xinfeng Showcase Factory. For 30 years, our factory has only made luxury showcase and props similar to Cartier jewelry.

More than 100 domestic and foreign brands authorize our factory to make display cases and props, although we are a little more expensive, but the quality is comparable to Cartier.

Both can do watches, jewelry, museums and other display cases, but also can do display props factory, such a factory, there is no second in the country.

I have registered the showcase brand with my own name "Zhang Yani", which means that I will not change my career in this life.

Do not satisfactory display case, should come to Xinfeng factory to try.

Tel/wechat: 17688026138

Contact: Zhang Yani

Add: No. 42 Huanqi Road, Yongfa Industrial Zone, Qishi Town, Dongguan City, Guangdong Province，China.