Brand Character & Market Position One of the defining traits of a strong brand – as compared to a good product – is the target customer’s ability to stretch their imaginations and conceptualize the brand in metaphorical terms:
- To invest the brand with character traits, motives, a personality and a role.
- To associate a brand with a well-defined set of activities and the social interactions they typify – a dinner party, a typical vacation, a family meal, etc.
- To imagine the brand as having a home, as driving a specific type of vehicle or as living in a stereotypical neighborhood.
Brand character is arguably a brand’s most valuable asset. Packaging, product formulation, competitors and social trends may change, but properly managed, a brand’s character remains a stable, enduring touch-point over time. Learn more here…