Multiple Brand Dimensions

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Multiple Brand Dimensions
I believe Professors Berthon, Holbrook, Hulbert and Pitt rightly say in MIT SLOAN MANAGEMENT REVIEW Vol 48 that perceptions of a brand can change dramatically over time, and differ from one social or cultural setting to another. They suggest a "Brand Manifold", a matrix that shows that the meaning of a brand varies over time (past-future) and according to a multiplicity of constituencies (internal-external).

Brand Personality
Uditha Liyanage, Member
J. Aeker's Brand Personality dimensions will be more useful if they can be categorised in to a typology. For example, Performance or Relational. Changes that will take place over time could then be tracked more meaningfully.

Applying Brand Personality
So how do you apply the model above in real life? How should a question sound like?

Multiple Brand Dimensions
katlego $boy
Yes, what has been said by weiyuan is half true and half false in my opinion.


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