category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver. # "Justify">???????? ?? 77. Brand EssenceA brand essence is typical three to five short word phrases that capture the core essence or spirit of the brand positioning and the values ​​characterizing the brand.The brand essence is an articulation of the "heart and soul" of the brand. A brand essence is typical three to five short word phrases that capture the core essence or spirit of the brand positioning and the values ​​characterizing the brand. The brand essence is the description which defines a brand and the guiding vision of the brand. The brand's promise expressed in the simplest, most single-minded terms. For example, Volvo = safety; AA = Fourth Emergency Service. The most powerful brand essences are rooted in a fundamental customer need. # "Justify">?????????? 78. Brand DevelopmentThe methodical evaluation, construction and continued monitoring of brand.Развітіе бренду ??? ??????? 79. Brand DesignThe process by which the brand team designs a customer. (A brand is a customer template.) Дизайн бренду ??? ?? 80. Brand CultureStrong brands are managed by organisations characterized by their strong internal brand cultures. A strong brand culture is determined by the internal attitudes towards branding, management behaviour and practices of an organisation. These combined efforts are crucial to build and maintain strong brand equity through competitive advantages from branding.The most prominent person to lead these efforts is the CEO and the senior management team. This specialty within branding involves internal communications and launch events, human resource practices, encompassing rewards and recognition, compensation, and career path development. A company s culture is the sum total of the beliefs, history, practices, policies, and activities that define its unique personality. A company s brand is part of its culture and a brand actually has a culture of its own, represented by the people who work for it, their operating style and behavior. # "Justify">?????????? 81. Brand CognitionConsumers perception of a brand concept. The brand promise (statements, actions and experience) is interpreted by consumers and manifested as an expectation (the assumption that the brand will act in a given manor). Свідомість бренду ??? ?? 82. Brand Conviction...
