Brand Dna - Understanding Brand Architecture

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  What lies beneath!? DISCOVERING THE BRAND DNA  Brand A Brand is a product which has earned a place in consumers lives through perception, experience, beliefs, feelings ....... until a relationship is built.It is the sum of how consumers feel about a product  Brand Audit Questions Thinking about the specific things that trigger this brands identity in your mind… ã When you hear the brand   s name, what immediately springs to mind? ã What else? ▫ visuals or images? ▫ packaging or product elements? ▫ bits of communication? ▫ signs or symbols? ▫ other brand lore? ã What kind of people do you associate with the brand, and how do you feel about them?  Thinking about the feelings and emotions the brand evokes in you … ã What specific feelings and emotions do you experience in connection with using this brand? ã What personal memories, experiences or associations does this brand bring to mind? ã What does this brand do for you in your life that other brands don   t? ▫ what unique contribution does it make? ▫ what special perspective does it give you about using the category?
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