“A brand is like a brick wall. Each stone is an idea, a perception, a meaning or an association in the mind of the consumer. The ideas are the benefits that the brand brings to the consumer (what it is for, how you feel using it, how others see it), the symbols, the values, the personality, what it communicates, its identity or essence etc . The combination of all the bricks makes the wall unique,” ​​says marketing expert Joan Mir Juliá in his book position or disappear (Esic ed.).

To map out a brand’s meanings, Mir uses the Young & Rubicam agency’s model, known as the Brand Essence Building. This model uses the following seven types of meanings:

1. ATTRIBUTES, CHARACTERISTICS, DESCRIBERS. How would we describe our product?

2. FUNCTIONAL ADVANTAGES. What does the product bring me? Definition of what we bring to the consumer (task, service we provide).

3. EMOTIONAL BENEFITS. How does the brand make me feel? (both as a person and as a member of a social group).

4. PROJECTIVE FACTORS. What does the brand say about me? how do you define me

5. EXCLUSIVE VALUES. What facts, symbols or elements support or define the brand? (permanent and relevant symbols).

6. PERSONALITY. Brand personality traits (if it were a person, what would they look like?).

7. KEY BRAND BENEFITS. In one, simple sentence, you must define what the brand brings to consumers in the most engaging, distinctive, and credible way. It is a link between brand truths and consumer motivations.

After diagnosing a brand’s meaning map, managers select the four or five most nuanced ideas. Then they pick the two or three ideas that are most relevant to users, along with differentiation. And finally, they will focus on a single idea of ​​theirs, the most significant.


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