Brands are rich in associations from "summary" of Buying In by Rob Walker
Brands are not just logos or slogans. They are complex entities that exist in our minds, rich with associations and meanings. When we think of a brand like Nike, for example, we don't just think of shoes or athletic wear. We think of concepts like athleticism, victory, and empowerment. These associations are not accidental - they are carefully cultivated and maintained by brand managers. These associations are what set brands apart from generic products. While anyone can make a pair of sneakers, only Nike can evoke the feelings and emotions that are tied to its brand. This is what gives brands their value - the ability to connect with consumers on a deeper, emotional level. The associations that make up a brand are not static. They can change and evolve over time, as the brand adapts to new trends and cultural shifts. For example, a brand like Coca-Cola has managed to stay relevant for over a century by constantly reinventing itself and staying attuned...
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