Benefits/Brand Functions: Describes the “best” from the perspective of the client. The purpose is to describe what the brand gives to the consumer.

Emotional Relationship with the Brand: This are the Marketing and Communication actions that seek to position the product with the client in a close relationship.

Brand Differentiators: This is what makes a brand unique and special in comparison with the competitors.

History and Future of the Brand: Refers to the history behind the brand and the goals the brand has to achieve in its future.

Client-Perceived Features of the Brand: All of those signs the client sees and identifies inherently in a brand. Such is the case of the logo, the colors, the advertising, the image, and the reputation.

Power Support: Are the aspects that give a brand credibility, energy, authority and presence, within them are certifications and price.

Brand Personality: Has to do with the values that the brand is associated with, and are distinctive by its physical and physiological characteristics as a product.