The association’s consumers make with brand support brand equity. These associations may include product attributes, a celebrity spokesperson or a symbol. Brand associations are driven by brand identity-what the organization…

Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise…

Brand essence is a compact summary of what the brand stands for. Brand identity structure includes core identity, extended identity and a brand essence. Typically the brand identity will require…

A brand position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing…

A product can be positioned based on 2 main platforms: The Consumer and The Competitor. When the positioning is on the basis of CONSUMER, the campaigns and messages are always…

Re-launching a brand means thinking beyond a new design or a new name. It means, “going deeper.” Many a time in marketing, there comes a stage in the life of…

Consumers vary as to which brand attributes they see as most relevant and the importance they attach to each attribute (brand association ). They will pay the most attention to…

  Brand loyalty is the ultimate goal a company sets for a branded product. A company’s main question in relation to selling their products or services use do be: “How…