6 E framework to build brands

Strong brands must go beyond product design and communication

Strong brands are critical for any business to grow. People trust brands which form the basis of their purchase and loyalty over time. Branding as a discipline borrows heavily from social sciences and psychology. Strong brands are not created just through product design and communication but by finding a place in the consumer’s heart.

Marketers can follow a simple six-step checklist to determine if they are nurturing their brands well and if their relationship with the brand is enduring enough.

• Essence: It is the intrinsic nature or indispensable attribute that determines the brand character. The essence is the core identity