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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 7. Brand personality is the emotional connection with your brand

Marketing and branding strive to connect you with your target consumer. The consumer can have an awareness of your brand. This awareness is recognition of your brand but not necessarily an understanding of what your brand represents. A consumer can connect with your brand intellectually. Such a connection reflects knowledge of the brand’s features and benefits—for example, people may have an understanding that Lava soap provides tough cleaning power. Finally, a consumer can connect with your brand emotionally—to have a visceral feeling of the richness of the brand.

The proliferation of brands has led to a proliferation of similar brands. Pennzoil, Valvoline, and Quaker State—a ...

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