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  • Vincent Bissette

VIRGIN - WHAT IS BRAND ESSENCE?

Think of any popular brand off the top of your head. No doubt a wealth of emotional associations came with it. ‘This brand is a sign of quality.’ ‘If I purchase this brand I can attain a better lifestyle.’ ‘This brand will give me these benefits.’ This is because every brand conveys an essence – those attributes and qualities which consumers associate with particular companies, products and services.