Marketing (Fach) / Branding and Brand Management (Lektion)
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Identifiying Brands: Brand Associations
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When consumers engage with a brand in a self-centered way, consumers identify information that is relevant to them
--> For them, strategists seek to create a unique set of brand associations that is then maintained in the consumer's mind
--> constitutes a brand's identity
Brand Associations can relate to:
- brand attributes
- benefits
- images
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