3:07 pm
Brand Essence
A brand is made up of several components known as a collective as the DNA. The DNA is made up of: brand vision; brand mission; brand promise; brand values and brand personality. The brand essence models break down these components to help you understand the different sections of a specific brand.
In the seminar we worked on our own models. We selected a brand and filled in the attributes, promises, personality and the source of authority, however we didn't include the brand name so that groups could work out the brand from the model.
Our Brand Essence Model
We chose GHD as a brand and out of the seven groups all of them guessed the brand.
As a seminar group we decided that brands that had little competition were easier to distinguish because brands that had competition had less differential qualities.
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