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“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association).
You can consider a brand as the idea or image people have in mind when thinking about specific products, services, and activities of any subject.
This can be in a practical way:
“the shoe is light-weight”
Or, this can be in an emotional way:
“the shoe makes me feel powerful”
It is not just the physical features that create a brand but also the feelings that consumers develop towards the subject or its product.
This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated. What cues are triggered by the below artwork?
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