brand essence

Definition

A phrase that communicates the fundamental nature of a trade name associated with one or more products made by the same company. A business marketing team will often spend considerable time developing effective ways of expressing the brand essence of their company's various brands by highlighting the unique benefits provided that pertain to the values of its target subculture.

Use brand essence in a sentence

  • For many years, Sears utilized the phrase "Come see the softer side of Sears" this was the companies brand essence which described the companies marketing towards products that were more feminine and their female targets.

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  • Our brand essence was really good and a lot of people knew who we were and which things we represented.

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  • When you consider the brand essence of Gucci, you can see why people are willing to pay higher prices for their products.

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