Intial Brand Identity Model: (We can alter or change when putting it into the document)

Attributes
-Taste
-Treat
-Classic
-Fun
-Strawberry
-Vanilla
-Mint
-Flavours
-Innovation
-Global
-Accessible

Promise
-Taste
-Heritage
-Knowledge
-Authenticity
-Fun
-Flavours
-Variety within the one product
-Innovation
Trust

Personality
-Friendly
-Upbeat
-Fun
-Humorous
-Youthful
-Happy

Source of Authority
-Heritage
-Brand over 50 years old
-Originated in Italy, Country associated with ice cream
-Well established brand (most people have heard of the brand)

Brand Essence
-Fun
-Upbeat
-Taste
-Youthful