allowed. We believe that finding the right brand essence requires insight into as
many facets of the brand as the seven approaches provide. For an introduction to
brand essence turn to the brand identity system in Aaker and Joachimsthaler
(2002) and Kapferer (1997, where the same notion is called brand kernel), and in
Keller (2003, where it is called brand mantra).
Brand extensions
A brand can be extended into new product categories. Brand extensions are often
necessary when adapting to changes in the environment or in order to reap the full
benefits of a strong brand. Extensions have many benefits. In the beginning, brand
extensions were used as a strategic tool mainly to enter new markets (Aaker and
Keller 1990). Today, brand extensions are also used to underpin and develop the
brand to meet market changes.
A successful brand extension should respect the brand essence and thereby be
based on the core of the brand and be true to the brand vision. If a brand is
extended to a product category or to clients in a way that does not at all consider
the core of the original brand, both brands risk dilution. We do not address the
subject in this book: excellent treatments can be found in Kapferer (1997), chapter
8 and Keller (2003), chapter 12.
Brand genealogy
A genealogist goes back in history, uncovers family histories and constructs family
trees. Brand genealogy is a managerial mindset introduced in the cultural branding
model (Holt 2004) where the brand manager goes back and uncovers the brand’s
history. In the cultural approach, it is assumed that brands play important roles in
mainstream culture and that the ways they play these roles determine their level of
success. An introduction to this managerial mindset is found in chapter 10 (this book),
for the full treatment turn to How Brands become Iconsby Douglas B. Holt (2004).
Brand icon
An exclusive elite of valuable brands can claim icon status, which is considered the
holy grail of brand management. An iconic brand holds references that most people
agree upon and it obtains that status by playing an active role in contemporary
culture. An introduction to brand icons is found in chapter 10 of this book, for the
full treatment turn to How Brands Become Iconsby Douglas B. Holt (2004).
Brand identity
Brand identity refers to the identity of the brand. There are many different percep-
tions of what the brand identity consists of. But the more common definition of
brand identity is that it is; ‘a set of associations the brand strategist seek to create
or maintain’ (Aaker and Joachimsthaler 2002, p. 43). The brand identity is hence
12 Setting the scene