according to him is the basis of the brand.
–E.G. the physique of
is “technology and reliability” while for thebrand
Tata it is “trust”
is same as Aaker, it answers the question “whathappens to this brand when it becomes a person?”•
symbolizes the organization, its country-of-origin and thevalues it stands for.
–E.G. traditional brands like
balsara, dabur and zandu.