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Brand Identity
What… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The importance… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why… ,[object Object],[object Object],[object Object],[object Object]
Why… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Identity Traps
Brand identity traps ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand identity traps ,[object Object],[object Object],[object Object],[object Object]
The brand image trap ,[object Object],[object Object],[object Object],[object Object]
The brand image trap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The brand position trap ,[object Object],[object Object],[object Object]
The external perspective trap ,[object Object],[object Object]
The product-attribute fixation trap ,[object Object],[object Object],[object Object]
The product-attribute fixation trap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Related constructs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Broadening the concept of a brand ,[object Object],[object Object],[object Object]
Breaking out of the traps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Breaking out of the traps ,[object Object],[object Object],[object Object]
The brand-as-product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The brand-as-organization ,[object Object],[object Object],[object Object],[object Object],[object Object]
The brand-as-person ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand-as-symbol ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Identity Structure
The core identity ,[object Object],[object Object],[object Object],[object Object]
The core identity: Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The extended identity ,[object Object],[object Object]
The extended identity: Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The identity structure ,[object Object],[object Object],[object Object]
Value Proposition
Value proposition ,[object Object],[object Object],[object Object],[object Object],[object Object]
Value proposition ,[object Object],[object Object],[object Object]
Functional benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Emotional benefits ,[object Object],[object Object],[object Object],[object Object]
Self-Expressive benefits ,[object Object],[object Object],[object Object],[object Object]
Self-expressive Vs Emotional benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Critical Supports
Critical supports ,[object Object],[object Object],[object Object],[object Object]
Critical supports: Manifestations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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