Definition
The strategic foundation of a brand. It defines who the brand is, whom it speaks to, what it promises and how it positions itself in the market. It is the deepest layer of branding: invisible to the end user but governing all decisions of visual, verbal and spatial expression.
Relationships
is-a / broader
—
types-of / more specific
same semantic field
—
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.