There is no brand: there are only expressions thereof. These expressions shape the representation. For the brand to be strong and distinctive, every expression must carry the brand’s identity facets, and these must be clearly visible. Therefore each of the products or each of the daughter brands will be analysed – their packaging, their physical product, their communication, their price, their merchandising and so on – in order to identify whether the key facets, those of the core identity, are all well represented and active in these products and daughter brands.
Figure below illustrates how the different Lacoste lines activate the three facets of the core identity (elegance, comfort and naturalness) and provide specific touches here or there (more technique, more fun, more luxury, more fashion). If this were not the case, the product would have to be brought into line with the brand, or dropped.