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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
• 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.
Brand Essence..(1)
• Linux stands for freedom as opposed to Microsoft’s
monopoly
• Essence of Volvo is Safety
• Essence of Tata is trust
• Essence of Fevicol is bonding
Brand essence ..(2)
• In India, STAR NEWS is not a channel of the masses
unlike STAR PLUS
• 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
• What is Miller :A regular,light,draft,cheap, expensive beer