Brand Essence

Brand essence is the emotional connection between a person and a brand or product. In schlossers book Fast Food Nation, he talks about the Brand Essence in chapter two page 49. In an successful attempt to get thier sales back up and thier customers loving them again McDonalds scrambled to find a way to get the heart of thier customers. They did so by linking with other brands. They joined forces with these brands so that they still had support. The ads would link one thing to another and so would the people. These ads would show success and throw a McDonalds Cheeseburger in it. The people watching these ads would see that and think well McDonalds is great and this would change thier attitude about Mcdonalds and make hem wan to buy there. This is an emotional connection between consumers and the business. In order to get higher business the consumers must love you and think very good about you. So needless to say McDonalds sales went back up and thier customers were happy. Then everybody was happy and they were booming again. McDonalds Was back at the number one spot where they feel they should be. That my friends is Brand Essence.