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 6 to 12 dimensions in order to adequately describe the…

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 targeted to the consumer himself (the user of the product)…