 At the top of the triangle is Brand, in essence what you stand for. This encompasses the brand’s image, its desirability, its momentum and its overall importance to its target customers. What is the level of awareness of the brand and what are its image strengths and weaknesses? Where does it fit in the marketplace? Is it a mass, specialty, or niche brand? Does it stand out from its competition in any meaningful way? What characteristics do customers really appreciate in the brand? Is it exciting or boring? Is it rising or falling? Does it have any energy and momentum? Do we know and like who we are?
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The Brand Triangle
