Craft a new brand for LinkedIn

6.1. The big idea and the new brand A description of the new brand.

6.2. Brand mantras/brand essence of the new brand Describe brand mantras of the brand in terms of brand function, descriptive modifier, and emotional modifier.

6.3. Brand extension fit A discussion on the perceived similarity (e.g., product category, usage situation) and relevance of parent brand associations (i.e., attribute-fit or image-fit) for the extension category

6.4. Brand elements of the new brand Discuss how brand elements (e.g., brand names, logos and symbols, slogans, product & packaging design, brand colors, characters, spokespeople, and jingles) of the new brand are chosen to synergistically make compelling, memorable, likable, transferable, and adaptable brand narrative.