#30 – Brand as A Person

“To understand how a brand would behave, try to imagine it as a person.” I heard it all so often in every class conveyed by Ms. Pulung, especially on Brand Management. However, it has been the most prominent yet useful advice I’ve noted down in branding. A brand can have this strong personality, promise, essence, […]

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[Brand Management] Self and Secondary Associations: Building Brands through Leveraging Associations

“Consumer’s perception may have little or nothing to do with the actual performance and excellence of the product and is based on the brand’s current repute or public image, consumer’s experience with the brand’s other products, and the influence of the consumer’s opinion or perception about the brand.”[1]   Consumers may not always see a […]

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[Brand Management] Emotions and Buying Decisions: Personality Traits Carried by A Brand

“Relationships thrive on emotions; they survive or perish, depending on the emotional fit between people. Brands have therefore to reflect personalities that people like, and this means having an emotional basis or edge to them. Indeed, the best brands have personalities carefully crafted to suit them and their target audiences.”[1]   Brands, like a person, […]

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[Brand Management] Self-Defining Our Values: Image Building through The Use of Brand Identity

“As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s […]

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