Essence (attributes , benefits , associations and values)
What is the personality of that brand .

- . Since its creation, the basic design and construction of the Wonderbra and its intended effect have remained the same. The Wonderbra has 54 design elements that succeed in lifting and supporting the bustline while creating a deep plunge and push-together effect
- The Wonderbra uses less padding than other bras, yet through precision engineering, it lifts and supports the bustline and gives a more natural projection while not compressing the breasts.
- The wonderbra is seen as being the must have, the ultimate bra you have to have if you are a woman.
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PERSONALITY OF WONDERBRA :

Adjectives : sensuality , reliable , sexy , expensive , sophisticated, glam, demure and sassy .

How all of that is represented across the brand :

- use of top models in ads (eva herzigova , Adriana karembeu ) : Supermodel Eva Herzigova appeared on the spectacular 2,800 square foot billboard in New York's Times Square
- The Wonderbras were delivered via a caravan of armored vehicles and limousines carrying models, bodyguards, and security guards. Three New York City department stores, Macy's, A&S, and Lord and Taylor, carried the exclusive supply.
- In mid-August, the Wonderbra was introduced in ten other cities in similarly unique ways � cable cars in San Francisco, pink Cadillacs in Miami, and a motorcycle escort in St. Louis. The full national rollout occurred later in fall 1994.
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WONDERBRA SLOGANS : "who cares if it's a bad hair day" and "look me in the eyes and tell me that you love me

Strong brand ? why

- Wonderbra had grown from a mere lingerie item into a "vital fashion accessory and cultural icon.
- Wonderbra has become sort of like Kleenex, in that it's the product name that defines the category. It's the brand name associated with the product.
- Every 15seconds , one wonderbra is sold in the US .