Branding Concept is the desired positioning of the brand in the market and in the minds of consumers. To achieve this, the following three important components are necessary:

1. Brand Promise- a clear commitment of what a company has to offer its customers
2. Brand Quality- features that describe the attributes that the customer can expect from the company
3. Brand Individuality – characteristics that allow the brand to be an experience.

The essence of the brand is established when these three elements are combined.