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Emphasis on brand name, sign, symbol, logo or design (AMA definition)
Identifies the goods and services of the seller and differentiates its from competitors
Source: Adapted from Keller (2008)
2. Promise of Quality HALO EFFECT Source: Adapted from Kapferer (2004)
3. Brand Image Ralph Lauren = SUCCESS Physique = Energetic, Proud Reflection = Young, rich men of good social standing Relationship = Social Distinctiveness, Exclusive Personality = American Way of Life, Elite Culture= American, Luxury Self Image= I belong to my time, I am fashionable Source: Kapferer (2004)
4. Brand Relationships Source: Adapted from Fournier (1998)