Management Notes

Reference Notes for Management

While developing the brand picture first of all you envision:

While developing the brand picture first of all you envision:


A. Attributes
B. Obsessions
C. Benefits
D. All of the given options

The Correct Answer Is:

  • D. All of the given options

Developing a brand image is a multifaceted process that involves careful consideration of various elements. To establish a compelling and authentic brand picture, it is essential to envision a combination of attributes, obsessions, and benefits. In this response, we will delve into the reasons why option D, “All of the given options,” is correct, and then explore why options A, B, and C are not correct one by one.

Why “All of the given options” (Option D) is correct:


Attributes are fundamental to building a brand image. These encompass the tangible and intangible characteristics of a product or service. Envisioning attributes helps in creating a brand’s unique identity.

For example, if you are developing a luxury watch brand, you may envision attributes like precision, craftsmanship, and exclusivity. These attributes form the foundation of the brand’s image and are vital in communicating what the brand stands for.


Obsessions refer to the core values, principles, or passions that drive a brand. Envisioning obsessions is crucial as they reflect the brand’s mission and purpose. These obsessions often resonate with the target audience and help establish an emotional connection.

If a brand is obsessed with sustainability, for instance, it will shape its image around eco-friendly practices and products. Envisioning these obsessions guides the brand in creating a story and identity that align with its core values.


The benefits a product or service offers play a significant role in shaping the brand image. Understanding the benefits helps in positioning the brand effectively in the market.

For example, if a brand’s benefits are primarily convenience and time-saving, the brand image should reflect efficiency and ease of use. Envisioning these benefits allows the brand to communicate the value it provides to consumers and differentiates it from competitors.

In summary, envisioning attributes, obsessions, and benefits is critical in developing a comprehensive and well-defined brand image. Attributes form the visual and conceptual aspects of the brand, obsessions define its purpose and values, and benefits communicate the value it offers to customers.

These elements work in tandem to create a holistic brand image that resonates with the target audience and sets the brand apart in a competitive market.

Why the other options are not correct:

A. Attributes:

While attributes are a crucial part of developing a brand image, envisioning them in isolation is not sufficient. Focusing solely on attributes may result in a brand that lacks a clear purpose or emotional appeal.

For instance, if a brand only concentrates on attributes like color and design, it may miss the opportunity to establish a meaningful connection with its audience. Attributes are essential, but they should be complemented by obsessions and benefits to create a more well-rounded brand image.

B. Obsessions:

Envisioning obsessions is undoubtedly important, but relying exclusively on this aspect may lead to a brand image that lacks tangible differentiators or value propositions.

While obsessions define the brand’s core values, they should be reinforced by attributes and benefits to create a brand image that is both emotionally resonant and practically relevant. A brand solely driven by obsessions may struggle to communicate its unique selling points and meet the specific needs of its target market.

C. Benefits:

Envisioning the benefits a brand offers is a vital part of the brand image development process, but it is not the only consideration. Focusing solely on benefits might result in a brand image that lacks a distinctive personality or a strong emotional connection with consumers.

To create a compelling brand image, attributes and obsessions should also be taken into account. Benefits alone may not effectively convey the brand’s values or the reasons why consumers should choose it over competitors.

In conclusion, the correct answer is indeed option D, “All of the given options.” To create a robust and effective brand image, one must consider attributes, obsessions, and benefits together.

Attributes provide the visual and conceptual elements of the brand, obsessions define its purpose and values, and benefits communicate the value it delivers to consumers. By envisioning all three aspects, a brand can establish a well-rounded, authentic, and appealing brand image that connects with its target audience and stands out in the market.

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