Creating brand characteristics

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Brands occupy a prominent position in the lives of many consumers. People express themselves through the brands they consume to the extent that these brands serve as an extension of the self. Congruence between brand and self is seen as critical, and individuals will largely opt for those brands which can best reflect their self-concept. It has accordingly become the norm for many consumers to view products and brands as being more than functional. What they symbolize is often of greater importance and drives purchase behavior to a considerable extent. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to digest format.