brand essence

English - English

Definition of brand essence in English English dictionary

(Reklam) The brand's promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; AA = Fourth Emergency Service. The most powerful brand essences are rooted in a fundamental customer need

The brand's promise expressed in the simplest, most single-minded terms For example, Volvo = safety; AA = Fourth Emergency Service The most powerful brand essences are rooted in a fundamental customer need Also, in Interbrand's model, a vivid distillation of the Brand Platform

Also referred to as "brand soul" "brand mojo", "brand mantra", etc The answer to the great spiritual question "what's this brand all about?", brand essence is really about the primary customer experience Brand essence is best not expressed overtly in marcom or internal communications Beware, however, of a tendency to hastily sum up all that an organization is about in a single word or phrase Brand essence should be a resonant organizing principle for a brand, not a buzzword

The core characteristic that defines a brand

Hyphenation

brand es·sence

Turkish pronunciation

bränd esıns

Pronunciation

/ˈbrand ˈesəns/ /ˈbrænd ˈɛsəns/

Etymology

[ 'brand ] (noun.) before 12th century. Middle English, torch, sword, from Old English; akin to Old English bærnan to burn.