The Brand-Self-Seven Brand Identity Planning Model

Block IV: Brand Character



The Brand-Self-Seven: Block IV: Brand Character

This brand-building block describes the ‘who’ behind a brand (called Brand Tonality by Esch, 2012) and provides one of the richest sources for the creation of brand meaning.











Source: Heine, K. (2019) Build a Brand to Change your World. Upmarkit: Tallinn.

Esch, F.-R. (2017) Strategie und Technik der Markenführung, 9th ed., Vahlen: Munich.