| For real competitive advantage and consumer favourability it is vital to establish a 3-dimensional brand versus merely developing a product or property. A brand creates and persuades real distinction and benefit that will translate into customer favourability and demand. The stronger that distinction and uniqueness, the better it will compete against other properties.
A brand is basically the essence of a product or property. It is a combination of its core rational & emotional benefits; the occasion for usage; who it's for; the way it looks or feels; its personality or approach. It is the real reason why a consumer choices one property over another.
Knowing what your brand is - and importantly what it's not - can help with developing character or product ranges; packaging and design; target market segmentation; distribution; communication; tie-ins with other organisations/properties and many other aspects of business strategy. A distinctive brand is equally as relevant for licensees’ or others organisations' services as it is for licensors’ properties.
| 
