任何品牌要取得成功，都必须做到建立差异化的个性并在消费者的认知中产生一致的品牌形象。品牌识别棱镜模型中的内外六个方面都需要以表达高度统一的品牌识别形象为核心目的。

内在（品牌风格/定位）

1.个性：品牌人格化所带来的价值就是在通过各种媒介与消费者建立沟通的时候，确立其沟通风格与基调。

2.文化：品牌文化通过品牌价值塑造，让消费者对品牌产生精神上的高度认同，从而形成品牌忠诚度。品牌文化来源于地域文化、品牌气质、修养等。例如，ZARA在品牌棱镜的文化层面就有源自欧洲（西班牙）、国际化、与客户互相信赖的关系，李维斯则是美国个人主义生活态度的体现。

3.个人形象：品牌的理想型用户形象，即目标消费群体。形成品牌形象的所有方面都应该符合目标消费群体的期许，从而引发他们的兴趣。

外在（品牌主旨/执行）

1.外貌：包含了消费者对品牌直接认知的方方面面。通常包括品牌符号、品牌识别系统、包装、广告、实体店、服务等，以及产品层面的独特优势，如产品属性、品类、构成、外观等。你会发现成功的品牌在这部分的塑造是高度统一且有效传播的。

2.关系：品牌与消费者之间建立的黏性关系。

3.体现：品牌实际的消费群体形象。注意，目标消费群体是实际消费人群的一部分，比如红牛作为功能性饮料，其目标人群是年轻人，但实际使用人群包括了更广泛的年龄人群。通过目标定位的消费群体可以更好地体现品牌个性，从而延伸吸引到其他用户群体。

品牌识别棱镜是品牌识别金字塔的组成部分。品牌识别棱镜置入品牌金字塔中，可以很直观地看到棱镜的各个部分在金字塔中所处的位置。

特别要注意的是金字塔的第①层对应的是品牌识别棱镜的外在部分；第②层对应的是棱镜的内在部分。

第①层：品牌主旨/执行是品牌的外在部分，由人格化的比喻外貌、关系、体现三个方面构成，包含了品牌的视觉设计（品牌符号、品牌识别系统、包装、广告等）及传播方式。

第②层：品牌风格/定位是品牌的内在部分，是一个品牌与其他品牌的差异，并将自身以何种价值认同根植于消费者心智中的品牌认知。可以看到品牌由个性、文化、个人形象三个方面构成。

第③层：金字塔顶端的品牌内核，是品牌的核心资产、价值承诺，它随着品牌传播通过第①层、第②层的内容积累并最终形成。

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.

我是展柜大小姐章娅妮，来自东莞鑫峰展柜厂，30年来我们厂只做类似于卡地亚珠宝这样的奢侈品展柜和道具。

100多个国内外品牌授权我们厂制作展柜和道具，虽然我们贵一点，但是品质堪比卡地亚。

既能做钟表、珠宝、博物馆等展柜，又能做陈列道具的工厂，这样的工厂，在国内没有第二家。

我已经用自己的姓名“章娅妮”注册了展柜品牌，这代表了我此生不转行。

做了不称心的展柜，应该来鑫峰厂试试。

手机/微信：17688026138

联系人：章娅妮

地址：中国广东省东莞市企石镇永发工业区环企大道42号之一

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.