'Who are we, what do we offer, how do we want to be perceived?' refers to which aspect of branding?

The phrase 'Who are we, what do we offer, how do we want to be perceived?' captures the essence of brand identity development. This aspect of branding is foundational as it articulates the core attributes of a brand, defining its purpose, values, and unique selling propositions.

Brand identity development is concerned with creating a cohesive image that aligns with the organization's mission and vision. It establishes the foundational framework for how a brand wants to position itself in the marketplace and how it wishes to be recognized by its audience.

While brand design focuses on the visual and aesthetic elements of the brand, such as logos and color schemes, and brand management involves the ongoing strategies and practices to build and maintain the brand’s reputation and equity, neither addresses the fundamental questions of identity as directly as brand identity development does. Brand communication, on the other hand, pertains to how the brand expresses its message to the audience but doesn’t encompass the broader identity elements outlined in the question.

Thus, the correct choice directly relates to the foundational approach in establishing a brand's identity and aligning it with stakeholder perceptions.