Details

Autor(en) / Beteiligte

• Busche, Laura

Titel

Symbols

Ist Teil von

• Brand Psychology, 2024, Vol.1, p.188-189

Auflage

1

Ort / Verlag

Routledge

Erscheinungsjahr

2024

Link zum Volltext

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• We rely on symbols to communicate ideas we hold dear. In Levy's ∗ words, we are indeed "consuming symbols" for reasons that far transcend the utilitarian. The self-brand relationship we explored in Chapter 5 hinges on multiple brand touchpoints. Every interaction we have with a brand is a new opportunity to reinforce or dilute our associations, making brand positioning an ongoing project.