"brand essence" is a correct and usable term in written English.
You can use it to describe the core values, mission, and overall identity of a particular brand. For example, "Our goal is to create marketing campaigns that are reflective of our company's brand essence."
"It's finding your brand essence to provide value to the consumer on an ongoing basis".
"We wanted to protect that brand essence, and add more intimate, life-evolving moments that the public would connect with".
"The love notes are such a big part of the brand essence, but what we found in America is that not many people realize that it's in the wrapper," Ms. Burch said.
As the Polaroid executives narrowed a list of contenders, Ms. Lewi said, they sought an agency that understood "the essence of what the brand means to people" and could "bring the brand essence to life".
"We thought it was time to reacquaint people with the Saturn brand essence and rekindle that love affair people had with the brand," said David Koziara, advertising manager for Saturn in Detroit.
Renée Richardson Gosline, an assistant professor of marketing at M.I.T.'s Sloan School of Management, said "a campaign that emphasizes a consistent brand essence is powerful, but BMW has to keep in mind that luxury consumers seek distinction, even within the brand.
That means telling powerful stories, while staying true to your brand's essence, and increasingly it will mean higher production values and more video.
"We'd like the agency to take a 'media neutral' approach to communicating the brand's essence to consumers," Mr. Sarsen said, "because sometimes something else besides TV or the mass media is an even better way to bring a brand to its target audience".
But now Daimler (78, DAI) returns to its Mercedes brand, the essence of quality.
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When mobile marketing is not offering value to each and every customer, the brand in essence is communicating to them that they just want your name, mobile phone number and of course your money, not your respect and trust.
