Physique Basis of the brand | High reactiveness and flexibility, market-oriented
Relationship Handshake between customer and company | Trusted quality, fair exchange of value
Reflection Customer’s perception of what brand means | Style, individualism, assurance
Self-Image What consumer thinks of herself | Confident, trendy, unique
Culture Country-of-origin, values it stands for | European, international, good relationship with customers
Personality What is Zara when it becomes a person | Aggressive yet calm, mature, confident, beautiful, well-kempt, modest, unpretentious, low profile