The document discusses the brand identity and customer base of an extreme weather outerwear brand. It outlines the brand's imagery, meaning, judgments, feelings it evokes in customers, and levels of brand resonance including loyalty, attachment, community and engagement. The brand targets an upper-class customer group seeking high-quality, high-performance cold weather gear.

2. Brand History
Target Customer Group
CBBE Pyramid
Brand Extension

10. Extreme weather outerwear
Brand
identity

11. Extreme weather outerwear
Performance:
Styling, good performance, high price, made
in Canada
Brand
meaning:
Brand
identity

12. Extreme weather outerwear
Imagery:
Many celebrities’ wear, reliable, successful,
upper class, charming, outdoorsy
Performance:
Styling, good performance, high
price, made in CanadaBrand
meaning:
Brand
identity

13. Extreme weather outerwear
Imagery:
Many celebrities’ wear, reliable,
successful, upper class, charming,
outdoorsy
Brand
meaning:
Brand
identity
Brand
response
Judgments:
High quality, credibility, warmer
Performance:
Styling, good performance, high
price, made in Canada

14. Extreme weather outerwear
Imagery:
Many celebrities’ wear, reliable,
successful, upper class, charming,
outdoorsy
Brand
meaning:
Brand
identity
Brand
response
Feelings:
Self-respect, fashion, cool, warmth, social
approval, fun
Judgments:
High quality, credibility,
warmer
Performance:
Styling, good performance, high
price, made in Canada

15. Extreme weather outerwear
Imagery:
Many celebrities’ wear, reliable,
successful, upper class, charming,
outdoorsy
Brand
meaning:
Brand
identity
Brand
response
Feelings:
Self-respect, fashion, cool,
warmth, social approval, fun
Brand resonance
Loyalty
Attachment
Community
Engagement
Brand
relationships
Performance:
Styling, good performance, high
price, made in Canada
Judgments:
High quality, credibility,
warmer