The Elevator Speech Portrays brand associations and responses for a target market. Shows how it is actually perceived. Ask consumers "What comes to mind when you think about V? " Then brand associations are grouped Into categories. Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map off brand Relate to points-of-parity and points-federation Mental map 0 Core brand values 0 Brand mantra

An articulation of the "heart and soul" of the brand Similar to "brand essence" or "core brand promise" Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values Considerations o Communicate o Simplify o Inspire the product or service or the type of experiences or benefits the brand provides. The descriptive modifier further clarifies its nature. The emotional modifier provides another qualifier?how exactly does the brand provide infinite, and in what way?

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Used internally to guide decisions- what the brand should and should not be associated with. Brand Mantra Considerations o Communicate: define the business and boundaries; clarify what is unique about the brand o Simplify: Memorable, short, vivid, and crisp. O Inspire: Have higher level meaning from employees and consumers.