Brand Essence Identity Positioning BRAND ESSENCE Wheelen 2009

Brand Essence

Identity Positioning BRAND ESSENCE Wheelen, 2009: 14

Brand • every brand has an identity and that every brand identity contains an essence (DNA or kernel) that is the very core of the brand (Heding et all, 2009: 11) Brand Identity Brand essence

Brand essence • The brand essence is most often an abstract idea or sentence summarizing what is the heart and soul of the brand. • BE is what the brand stands for in the customers life • In order for the brand not to become compromized, the brand essence should stay the same over the course of time and no marketing actions that will compromise the brand essence should be allowed.

Attributes Benefits (tangible product features in the brand experience) (what the brand does for the customer) Essence (what the brand stands for in the customers life) Personality values (values the customers associates with the brand) (the unique character traits of the brand)

Brand Essence. . (1) A brand must “leverage a compelling truth” • Linux stands for freedom as opposed to Microsoft’s monopoly A brand should mean a single powerful thing: the essence • Essence of Volvo is Safety • Essence of Tata is trust • Essence of Fevicol is bonding

Brand essence. . (2) A brand should also be clear of what is not its essence • In India, STAR NEWS is not a channel of the masses unlike STAR PLUS A brand should drive single mindedly its essence • Volvo has been selling safety for 35 years • Raymond has been selling the complete man for over 2 decades • Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things • What is Miller : A regular, light, draft, cheap, expensive beer