Basic human needs that are given expression. For example, the need to satisfy hunger might be expressed as a want of meat by one person, and as a want of fruit by another.
Casual consumer discussion regarding new offerings.
See: Global Brand
A strategy in which slightly different variations of a product are sold in each country/market. Promotion and distribution strategies must also be modified to suit the particular needs of each country/market.
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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