According to de Chernatony and Riley (1992;1998), in the context of ‘Brand and marketing’ leaning concepts, which of the following belongs to the ‘Brand essence model’.

Question

BlackTom AI · Accepted Answer

To tackle this question, I’ll evaluate what each option represents within the Brand essence model as described by de Chernatony and Riley (1992;1998).
Option a: Physical evidence. This element typically relates to the tangible cues of a brand (environment, packaging, facilities) and is often associated with the services marketing mix (the servicescape) rather than the core essence. While important for conveying brand meaning, it is more an outer manifestation than the intrinsic essence of the brand.
Option b: Staff. The behavior and quality of staff influence customer experience and can reflect brand values, but staff is usually categorized under service delivery or touchpoints, not directly the core essence. It acts as a carrier of brand meaning rather than the foundational essence itself.
Option c: Benefits. Benefits capture the core value proposition a brand promises to deliver to customers and are central to the brand essence concept. They articulate the fundamental reason customers choose the brand and encapsulate the emotional and functional payoff, making them the most aligned with the concept of brand essence in this framework.
In summary, physical evidence and staff are important components of brand delivery and experience but do not constitute the brand’s essence. The benefits statement directly expresses the core value offered by the brand, which is why it is the correct fit for the Brand essence model in this context.

252_2HO003_Marketing

According to de Chernatony and Riley (1992;1998), in the context of ‘Brand and marketing’ leaning concepts, which of the following belongs to the ‘Brand essence model’.

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