This piece of the marketing plan answers the following questions: “Who are we? Why do we exist?”Product / serviceBrand identityProduct / market objectivesPositioning statement

The piece of the marketing plan that answers the questions "Who are we? Why do we exist?" is the Brand Identity.

Here's a step-by-step breakdown:

1. Brand Identity: This is essentially who the company is. It's the company's mission, vision, and values. It answers the question "Who are we?" by defining the company's core identity and purpose. It also answers "Why do we exist?" by explaining the company's reason for being and its unique value proposition.

2. Product / Service: This is what the company offers to its customers. It could be a physical product, a digital product, or a service. This part of the marketing plan details the features, benefits, and unique selling points of the product or service.

3. Product / Market Objectives: These are the goals that the company has for its product or service in the market. They could be related to sales, market share, customer satisfaction, or other key performance indicators (KPIs).

4. Positioning Statement: This is a brief statement that communicates how the company wants its product or service to be perceived in the market. It defines the target audience, the unique benefit of the product or service, and how it differs from competitors.

So, in summary, the Brand Identity part of the marketing plan is what answers the questions "Who are we? Why do we exist?"