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Brand Essence

Brand essence is the “heart and soul” of the brand, its timeless quality, expressed as “adjective, adjective, noun.” Some people refer to the brand essence as the brand mantra, while for others, the brand’s mantra is synonymous with the brand’s tagline or slogan.

Brand Essence

Linking Brand Essence And Growth

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The Brand Essence Brand Value Liaison

The key to a successful repositioning program is clear thinking about the nature of your brand essence. Many companies skip the brand introspection, purpose, values and philosophy step. Instead they go straight to product line planning and marketing tactics.

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Brand Essence

Discovering Your Brand Essence

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Brand Strategy Brand Essence Jenny Craig

A process called “laddering” is often used to uncover the essence of a brand. Laddering is based on the notion that brand meaning can be deepened by examining progressively more abstract implications of a brand’s features. The bottom rung of the ladder represents the starting point, which is usually an attribute.

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Brand Essence

The Language Of Branding: ‘Brand Essence’

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Brand Strategy Brand Essence Hallmark

Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality.  Usually stated in two to three words, a brand’s essence is the one constant across product categories and throughout the world.

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Brand Essence

Branding: The Power Of Word Of Mouth

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Branding: The Power Of Word Of Mouth

In his book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, Adam Morgan indicates that people enthusiastically share information for one of four reasons: (1) bragging rights, (2) product enthusiasm, (3) aspirational identification or (4) news value.

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Brand Essence

Branding: Just Ask…

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Brand Essence Defined

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. Readers know, we regularly answer questions from marketers everywhere. Today we hear from Rich, a Director of Marketing from Seattle, Washington who has this question about brand essence.

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