Brand image

Offers a structured approach to delineating and visually showcasing the primary attributes and characteristics of a brand. Some well-known models in academia and industry include J. L. Kapferer’s Brand Identity Prism, C. Burmann’s concept of Brand Identity and Brand Image, McKinsey’s Brand Diamond, and Unilever’s Brand Key. Over the years, Motiva’s brand model evolved into what we now call the Brand Perimeter Model primarily because of its ability to protect a brand’s integrity with clear perimeters while allowing for growth and adaptation.