Brand Essence

An encapsulation of the brand's values and properties that serve to characterize or identify the brand.

Implications

The central, most enduring aspect of a brand, encapsulated in a few words or a phrase that defines its core identity and values.

Example: Volvo's brand essence is safety, consistently reflected in its products, marketing, and corporate ethos.

Different from brand tagline, which is a marketing slogan, brand essence is the fundamental identity that drives all brand activities and messaging.