Essence of the brand
This is the distillation of the brand in a brief concept. This concept must be expressed easily. For example: Volvo = safety. Danone = food for health, Geox = the footwear which breathes.
The brand’s most reliable and solid mottos are those rooted in a basic need of the customer. This is the most fundamental feature that defines the brand. The competitive advantage of the brand defining its core business is another feature of the brand essence. In other words, it is the answers to the questions “What do we sell? What is the key value that the brand provides, represents and supports? “This is neither a slogan nor a promise.