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1. B R A N D D N A
STRATEGIG BRAND MANAGEMENT

2. BRAND DNA REFERS TO THE UNIQUE SET OF
CHARACTERISTICS AND ATTRIBUTES THAT DEFINE
AND DIFFERENTIATE A BRAND IN THE
MARKETPLACE. A STRONG AND CONSISTENT BRAND
DNA HELPS TO CREATE AN EMOTIONAL
CONNECTION WITH CONSUMERS, BUILD BRAND
EQUITY, AND DRIVE CUSTOMER LOYALTY.

3. 4
3
2
MISSION
& VISION
1
VALUES PERSONALITY
BRAND
PROMISE

4. IDENTITY
PHILOSOPHY
VALUES
CULTURE
PERSONALITY
SPEECH
POSITIONING
TERRITORIALITY
1
2
4
3
5
PURPOSE
6
7
DIFFERENTIATION
9
8
10

5. BRAND DNA HELPS TO ENSURE CONSISTENCY ACROSS ALL
TOUCHPOINTS, FROM PRODUCT DESIGN AND PACKAGING TO
MARKETING AND CUSTOMER SERVICE.
CONSISTENCY
IT ALLOWS A BRAND TO STAND OUT FROM ITS COMPETITORS AND
OCCUPY A UNIQUE SPACE IN THE MARKET.
DIFFERENTIATION

6. A BRAND'S DNA CAN HELP TO CREATE AN EMOTIONAL
CONNECTION WITH CONSUMERS, FOSTERING BRAND LOYALTY
AND ADVOCACY.
EMOTIONAL CONNCECTION
A CLEAR BRAND DNA PROVIDES DIRECTION AND GUIDANCE FOR
EMPLOYEES, HELPING TO ALIGN THEIR ACTIONS AND DECISIONS
WITH THE BRAND'S OVERARCHING GOALS AND VALUES.
INTERNAL ALIGNMENT

7. IN CONCLUSION, BRAND DNA IS A CRITICAL
COMPONENT OF A BRAND'S IDENTITY,
ENCOMPASSING ITS ESSENCE, VALUES,
PERSONALITY, AND POSITIONING. A STRONG
BRAND DNA HELPS TO DIFFERENTIATE A
BRAND IN THE MARKET, ENSURE
CONSISTENCY ACROSS TOUCHPOINTS, AND
FOSTER AN EMOTIONAL CONNECTION WITH
CONSUMERS.