Brand: A promise, with relevant benefits. Wikipedia defines a brand as “the essence of what will be delivered or experienced.”
•Brand Identity: Visual expression of a brand, for example, marks like the logo, symbol, and font style.
•Brand Image: Collection of impressions of what the brand “looks like,” forming a set of perceptions in the customer’s mind.
•Brand Essence: Summary of the brand’s core values and emotions.
•Brand Character (or Per...
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