The Brand Wheel corresponds to a concept and theory developed by D. Pacheco in the field of marketing that allows us to schematically configure the essence of the brand, its attributes and the values it represents.
The brand wheel is driven through 5 stages or steps:
The essence. It becomes the central nucleus, the raison d’être. In the case of nursing, the essence of the brand resides in the metaparadigm nurse, who will be responsible for generating the bonds of union in this case, with patients and users of the health system.
Personality. It answers the question: What is a brand? What is a nurse? If it were a person, we would be referring to what their personality is like.
Values. They are the set of beliefs, thoughts and ideologies that mark the action. In the case of the brand, these are transmitted in a symbolic way. They are worked in parallel in the process of brand construction, so that in the moment of the brand itself, the symbolic association is produced.
Benefits. Represented through the positive results that the use of a brand entails, whether this representation of a personal or professional good or service, representative of something material or a group of people or a single person.
Attributes. These are the elements that define the brand and that are represented together with the personality, although it shows different features. Symbolically, attributes come to represent something with a higher level of objectivity, since a personality trait maintains an association of ideas that does not exist in an attribute.
The Essence of the brand
Ignacio Ochoa in 2015 contextualized the concept of the essence of the brand as the values and principles it represents, the brand spirit.
The essence of the brand would have four dimensions:
Functional. In other words, the benefit provided by the good or service.
Emotional. The feelings associated with the use or consumption of a brand. It is the way we feel, for example, when a nurse performs the admission interview with her questions.
Aesthetics. Everything that helps to be more attractive to those who look at the product or service.
Social. It comes to represent the thinking of the people around us about the use of a good or service. That is, what society or a part of it, family, group of friends think when I receive the care of a nurse.