The brand functions term or “Story” here describes the nature of service or the type of experiences or benefits which Chamrosh provides. The descriptive modifier further clarifies its nature which focuses only on “Mystical Story”. The emotional modifier provides another qualifier and indicates that Chamrosh provides the benefit of “Authenticity”.
|Emotional Modifier||Descriptive Modifier||Brand Function|
Chamrosh is more than a mystical bird; it played an important role in Persia’s history. Its background dates to 5000 years, when it first appeared as a twin Griffin-like statue in Persepolis, the Achaemenid capital. It became the iconic logo of Iran Air (HOMA) in 1961, and it frequently appears on best of lists for airline brands
Chamrosh now aims to ensoul rug and revitalize and promote this celebrated legacy of Persian culture