Consumers’ Preferences for the Four Lines

Abstract

The dialectic, introduced in Chapter 5, that generates brand identity by integrating consumer’s perceptions to the intentions of the brand manager, requires that the interface created by brand manifestations be a ‘permeable membrane in both directions’. If the identity of a brand is the sum of all discourses related to it, it becomes essential to be constantly abreast of market perceptions and to assess the extent to which the three purposes of the aesthetic treatment of the manifestations are actually perceived.