Brand image
Brand image is the external form of observable characteristics of the offering. It is the visible quality of all contact points with real people.

Brand essence
Brand essence is the meaning that arises through real people's creative engagement with the offering through all moments of contact. It is imperative to note that this meaning is co-created and co-produced by people both inside and outside the business.

Brand scape
Brand scape is the network of brands which people rely on to live their lives (or create their lifestyle) and thus the position that the Brand takes up in their life-world.