Define: Desires
Desires
Specific wants shaped by cultural and individual personality. For example, the need to satisfy transportation might be expressed as a want for a sports car and become the desire for a Porsche.
See: Needs, Wants, Aspirational Brand
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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