ABSTRACT

The brand's core concept, sometimes called the essence, soul, or DNA of a brand, is a very important component of the system of brand strategy decisions because it tells the consumer precisely what the brand stands for-what it is all about. This chapter defines the core of the brand, as Red Bull did when it moved to dominate the energy drink category. The core concept of a brand provides the organizing framework the brain uses to categorize the brand in a mental set of other brands that have corresponding characteristics and meanings. We have defined core concept in abstract terms, but it is useful to also explore its system of components. The Mental World of Brands describes the most common components. Red Bull's core concept is tied to the category it created-energy drinks. But Red Bull is also a health and sports drink, honoring the values of those categories as well with its B vitamins and amino acid formula.