Ch6_Weds2 - "Hope is like a road in the country there was...

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Hope is like a road in the country; there was never a road, but when many people walk on it, the road comes into existence .” -- Lin Yutang
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Untitled Hidden Track
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Brand Personality Lifestyles  Lifestyle Marketing Psychographics
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Animism : The process whereby inanimate objects are given qualities that make them somehow alive Level 1: Object is believed to have a soul
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Animism : The process whereby inanimate objects are given qualities that make them somehow alive Level 2: Object is given human characteristics
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Brand Equity:  Refers to the extent that a  consumer holds strong, favorable, and unique  associations about a brand in memory
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Co-branding Strategy
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Lifestyle = how consumers spend their time,  what they find interesting and important, and  how they view themselves and the world around  them, as well as demographic information
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Lifestyle is a statement of who one is and  who one is not.
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This note was uploaded on 04/26/2009 for the course ADV 319 taught by Professor Kaseyfarriswindels during the Spring '07 term at University of Texas.

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Ch6_Weds2 - "Hope is like a road in the country there was...

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