Plot your brand. If any facet is missing or contradictory (e.g., Culture says "cheap" but Personality says "luxury"), your brand is broken.
In mature markets, brands must choose a pole: strategic brand management kapferer
Maintaining a unified voice across all touchpoints. 2. The Kapferer Brand Identity Prism Plot your brand
"Strategic Brand Management" by Jean-Noël Kapferer is a seminal work in the field of branding that provides a comprehensive framework for managing brands strategically. The book's concepts, such as the brand identity prism, have become widely accepted and used in the industry. While it has some limitations, the book remains a valuable resource for branding professionals and students. such as the brand identity prism