Brand Identity Prism

Submitted by:

Muhammad Faizan-21000
Table of Contents
1-Introduction of Tiger Biscuits……………………..3

2- What is Brand identity Prism? ……………………..4

2.1- Physique……………………5

2.2- Personality……………………….5

2.3- Culture………………………..6

2.4- Relationship………………………….6

2.5- Self Image ………………………6

2.6- Reflection……………………..6
 1- Introduction of Tiger Biscuits

Tiger Biscuit are first launch in 1997 in India by the Britannia Industries. It
became the company’s largest brand among its portfolios in the first year of its
launching until today. Tiger biscuit got later introduced in Pakistan by LU.
Tiger Biscuit-Milk offers a wholesome nutritional ingredient such as glucose, milk,
wheat and ‘iron zor’. There are various vitamins and minerals in the biscuit that
are sufficient for a human daily nutrition requirement. The main target market of
this biscuit is the kids.
The packaging of Tiger biscuit changes from time to time to enhance a new level
of product. For instance, looking at one packaging for a long period of time would
bore the consumer. In order to attract new and existing consumer’s attention,
producer’s would create a whole new look for its product.
Tiger Biscuit are enriching “Iron Zor” in their biscuit which attempt to address the
problem of iron deficiency among the society, either young or the elderly.
 2- What is Brand Identity Prism

In 1996, jean-Noël Kapferer aimed to conceptualize what he considers the six

elements of a brand’s identity. The Brand Identity Prism works as a diagram to
help us understand these elements and how they relate to one another.
Together, Kapferer argues, the elements help businesses build strong brands,
which in turn helps them communicate clearly and transparently and be easily
remembered and recognized.
According to Kapferer: “Strong brands are capable of weaving all aspects [of the
prism] into an effective whole in order to create a Concise, clear, and appealing
brand identity.”
 2.1- Physique

First element of brand identity prism is physical characteristics of a brand. How we

define the brand and how it will manifest, including its visual features—visual cues that
help consumers identify the brand. Common elements of physique include colors, logos,
and packaging.
Color: primary colors which tiger biscuit uses is red and yellow. Red is associated with
power, strength and determination. Tiger biscuit is considered as an energy biscuit
which promotes power and strength. Yellow indicates the use of barley in tiger biscuit. It
is associated with positivity.
Logo: the logo of tiger biscuit is grey in color which represent the iron and zinc used in
tiger biscuit. It also include tiger which shows the energy and power.

Packaging: Packaging show the % of iron and zinc. It shows the color theme of tiger
biscuit i.e. yellow and red, energetic and positive. The outfit of tiger in the logo is also
red and yellow.

2.1- Personality

The second element is the brand’s personality or character—the traits of the brand in
the eyes of the consumer. The personality traits of tiger biscuits are young, energetic
and healthy.
Young: The main target market of this biscuit is the kids. It is tasty and affordable to suit
the modern mothers who want the best for their kids and take the role to enable their
kids to compete in today’s world.
Energetic: the recent advertisement shows the involvement of sports personality, they
choose Hasan Ali out of all players since his celebration is the most energetic and
makes him stand out.
Healthy: Tiger Biscuit-Milk offers a wholesome nutritional ingredient such as glucose,
milk, wheat and ‘iron zor. There are various vitamins and minerals in the biscuit that are
sufficient for a human daily nutrition requirement.

2.3- Culture

According to Kapferer, culture is the set of values that feed into or set a foundation for
the brand. Tiger biscuit is concerned about health and hygiene culture with focus on
daily nutrition requirement and avoiding the junk food. It also reflects urban culture
focused more on the intake of nutrition and awareness about the product.

2.4- Relationship

How a brand connects with its audience and the type of relationship it wants to build is
entirely up to that brand. Tiger biscuit promotes strong bonding and more trusted
relationship. Mothers are no more worried for their child’s growth and development.
Nutrition information makes a more trusted relationship with consumer, since they are
aware about what they are consuming and how it helps them achieve in any field sports
or studies.

2.5- Self Image

Self-image relates to the way in which customers see themselves in a particular brand.
Self-image is like a mirror the target group holds up to itself—by associating themselves
with certain brands, they see themselves differently. Self-image of tiger biscuit is more
powerful. By having tiger biscuit the performance of the child can be improved and also
helps in decision making. Makes you feel better than others.

2.6- Reflection

Reflection refers to how a brand portrays its target audience. Reflection is a set of
stereotypical beliefs or attributes of a brand’s target market, which is often highlighted in
ads and other communications. The target audience of tiger biscuit children. It reflects
the energetic and confident personality. As shown in the latest advertisement, tiger
biscuit helps in increasing the energy level and gives you more power. It builds the
confident, one who is consuming tiger biscuit will perform better as compared to other.