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August 2003
Guess Who's Coming to Dinner
by Ken Horiszny
Brands, like the people who buy them, acquire distinct personas over time. That persona or brand personality is defined by every contact consumers have with the brand. It is a summary of what consumers know, think and feel--and is as intuitive as it is objective.Global brand giants like Nike, Starbucks or BMW spend millions in image development, advertising, and sponsorships creating and maintaining a distinct brand personality carefully crafted to appeal to a particular target market. Why? Beca...
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