Brand Central Idea or Brand Essence

 

Chapter 1

Introduction

In this weekly discussion we will discuss about the brand central idea or brand essence. and will answer the question, Can the brand central idea change?

Key words : Brand central idea, brand essence

 Chapter 2

Brand Central Idea or Brand Essence

A brand is an identity. It represents who you are and separates you from others (Makki, 2018). A strong brand is able to make a product outstanding among others and make it easier for the market to recognize it as young and strongly embedded in the minds of consumers. A strong brand is a brand that excels in its positioning. Have unique or unduplicatable prepositions in the consumer’s mind.

In general, something as strong as a house building must be based on a strong foundation. This analogy in my opinion also applies to a strong brand. A strong brand must be based on a strong foundation or foundation. That's the foundation of a brand.

Brand central idea is the core of a brand. The philosophy that is the foundation of a brand. It is an articulation or elaboration of what is the soul of a brand. It is also known as brand essence or brand core essence. It is the emotional or conceptual representation of a brand that captures the brand's unique value proposition and differentiating attributes. It is the distilled essence of what the brand stands for, as well as its key attributes, benefits, and values that resonate with its target audience.

The brand central idea serves as a guiding principle that informs every aspect of the brand's messaging, identity, and marketing communications, and helps create a strong and consistent brand identity across all touchpoints. 

Source: (Makki, 2018)

“The Central Idea is something that can only be felt without being spoken. It is not a slogan, but it is memorable. Brand audiences will forget about a marketing campaign, but they will always remember how they relate(d) to and feel (or felt) about a place, its businesses, and its community (bloom-consulting.com, 2022).” The Central Idea is the uplifting feeling that places want to arouse in audiences' hearts and minds when they encounter, hear, speak, and think about that place and its inhabitants and which cannot be aped elsewhere. The Central Idea is the emotional connection that exists between venues and the people who visit them, fostering a long-lasting, mutually beneficial relationship.

Chapter 3

Brand Central Idea: The Examples

Some examples of other brand central ideas or brand essence are:

1. Nike - "Just Do It": This central idea emphasizes Nike's mission to inspire and motivate athletes and consumers to achieve their goals and dreams through dedication, hard work, and perseverance.

source : Google.com

2. Adidas - "Through Sport, We Have the Power to Change Lives": The brand central idea for Adidas is to inspire people through sport, providing products and experiences that enable athletes and consumers to unleash their full potential and make positive changes in their lives.

source: Google.com

3. Coca-Cola - "Happiness": This central idea emphasizes the joy and positivity that Coke brings to people's lives, and its mission to spread that happiness and create meaningful connections with people around the world.

source: Google.com

4. Pepsi - "Live for Now." This brand idea is all about capturing the energy and excitement of the present moment and inspiring people to seize the day and make the most of their lives. This idea is supported by Pepsi's branding and advertising campaigns, which often feature vibrant colors, upbeat music, and images of young people enjoying life to the fullest. Additionally, Pepsi's various product offerings, from soft drinks to energy drinks, are all designed to help customers stay refreshed and energized so that they can keep living for now.

source: Google.com

5. Volvo - "Safety": This central idea emphasizes Volvo's commitment to creating cars that prioritize safety above all else, and its mission to protect and care for its customers and their families.

Source: Google.com

6. iPhone - "Innovation": The brand central idea for Apple's iPhone is innovation, emphasizing the company's constant evolution and improvement of its products.

                                                                 source: Google.com

7. Samsung - "Inspire the World, Create the Future": The brand central idea for Samsung is to inspire the world and create the future through its innovations in technology and commitment to making a positive impact on people's lives.

                                                                 source: Google.com

8. Airbnb - "Belong Anywhere": This central idea emphasizes Airbnb's mission to create a sense of belonging for anyone, anywhere in the world, and to help people create memorable and authentic travel experiences that connect them with local cultures and communities.

source: Google.com

9. FedEx - "The World on Time": This central idea emphasizes the reliability, speed, and efficiency of FedEx's delivery services, and its mission to connect people and businesses around the world by delivering packages and documents on time, every time.

source: Google.com 

References

bloom-consulting.com. (2022). Retrieved from https://www.bloom-consulting.com: https://www.bloom-consulting.com/journal/the-central-idea-key-to-every-successful-place-brand-strategy/

de Chernatony, L., & Dall'Olmo Riley, F. (1998). Defining a "brand:beyond the literature with experts' interpretations. Journal of Marketing Management 14(5), 417-443.

Keller, K. L., Parameswaran, A. M., & Jacob, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Fourth Edition. Pearson.

Makki, S. (2018). Branding Matters. The World of Brand and Branding (p. 28). Jakarta: London School of Public Relation.

Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management .Vol 4, No.3, 123.

Ness, J. V. (n.d.). Principle of Good Logo Design. Graphic Precision.