1) We relate to brands in the same way we relate to people. 2) Without being fully aware of it, we choose brands to express our personalities, values or lifestyle through them. 3) Brands can fulfil the need for connection and belonging just like communities and institutions used to. 4) I am aware that I automatically lean towards certain brands when making a purchase. 5) As consumers, we don’t really understand the brand-building strategies that underlie our perceptions of brands.

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