How do you determine a product's brand essence?
I'm trying to build an IMC plan for a hypothetical product launch, the product being square cookies (brand name: Emperador) that look like chocolate-filled Oreos and come from Mexico, and I need to determine the brand essence. Any suggestions?
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I don't personally know the answer, but check out this article:
http://www.lawyermarketing.com/CM/Marketing/Market...