The document discusses brand positioning and brand essence. It defines brand positioning as determining originality, establishing a unique position in the chosen market, identifying competitors, and determining the required budget to compete. Brand essence is summed up as the emotional heart of a brand in a few words. It discusses the brand essences of AXE as "Confident Seductiveness" and TRIUMPH as "Sensuous Self-Confidence". The document asks to present the brand essence of DIANA.