Kapferer Brand Identity Prism contains six aspects that have been divided into two dimensions. Firstly, the top of the prism shows the image of the sender and the bottom shows the image of the receiver. The second dimension consists of internalization on the right and externalization on the left.
It must be possible to describe a brand as an object or person (physique, personality). Additionally, it must be possible to describe the brand in terms of the user (reflection, self-image).
A brand has several social aspects that determine the expression of a brand. This is called externalization and concerns the physique, the relationship, and the reflection. The brand also contains aspects that are interwoven with the brand itself. Internalization concerns personality, culture, and self-image.