Research Topics:

Brand Equity | Brand Identity | Brand/Image Development | Brand Positioning Studies

Content Type:

Glossary

Brand Essence Definition

The distillation of a brand's intrinsic characteristics into a succinct core concept.

Brand essence consists of those attributes, values and emotions – in other words, the intrinsic characteristics –  that make up the unique identity and character of a brand. It simply is what sets a particular brand apart from competitors and creates a lasting impression in the minds of consumers. It captures what a brand stands for and what it represents beyond its functional benefits. Brand essence is the core for all marketing strategies and communications because it ensures that a consistent brand image is projected in the marketplace. Researching the brand essence of a product can provide insights into consumer preferences, perceptions and emotional triggers.

Who relies on brand essence?

Marketing research professionals use brand essence measures to guide strategic decisions, shape brand messaging and maintain brand consistency in the marketplace. Consumers also rely on brand essence to form perceptions and make purchasing decisions based on their emotional connections.

Why should I care about brand essence?

Brand essence creates strong brand identity and a sense of familiarity and trust for consumers. Those characteristics establish customer loyalty and advocacy.