ABSTRACT
This chapter considers the important issues of what market, competitive, human and inherent dimensions need consideration in crafting the Brand Equation. The Brand Profile is the easiest and quickest way of ensuring that any brand, existing or being remodelled, is capable of answering the needs of the Brand Equation. The brand profiling table offers a valuable and thorough analysis of the brand as it may exist currently, even if that is in an undeveloped form. Completing the brand profiling table is only possible once all the stakeholder analysis is completed. Emotional or persuasive drivers are founded on the ability of any brand to engage emotionally and persuasively with the brand personality that might reassure, comfort and excite the customer. Most luxury brands or products suggest strong emotion such as reinforcement of status, or emotional comfort. James Dean was an actor. He is cited today in many different media.
