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Creating a bond between the consumer and the brand by provoking the consumer's emotion. Example: Dove's Campaign for Real Beauty focusing on self-esteem and natural beauty.

Products manufactured by one company and sold under another company's brand. Example: Target's in-house brands like Cat & Jack for children's apparel.

Building a brand around principles of environmental and social responsibility. Example: Patagonia's commitment to sustainable and ethical operations.

Targeting a specific, often underserved, segment of the market. Example: Fenty Beauty's focus on a wide range of skin tones not typically catered to by other brands.

Using narrative to communicate the brand's values and build a strong connection with customers. Example: Warby Parker's story of disrupting the eyewear industry and commitment to giving back.

The visible elements of a brand that together create brand recognition in consumers' minds, such as logo, color palette, and typography. Example: Nike's Swoosh and distinct typography.

Making a brand stand out from its competitors by emphasizing its unique qualities or features. Example: TOMS shoes' One for One donation model.

The value a brand adds to a product or service beyond the functional benefits, determined by consumer perceptions and experiences. Example: The 'Apple' brand is associated with innovation and quality.

The strategy of reviving a declining brand through renewed marketing efforts or product innovations. Example: Burberry's transformation from a staid brand to a fashion-forward one under CEO Angela Ahrendts.

Altering the brand's identity or image in order to reach a new market segment or change consumer perceptions. Example: Old Spice repositioning from an older generation to appealing to younger consumers.

The process of positioning your brand in your target customers' minds relative to competing brands. Example: Louis Vuitton positions itself as a luxury and high-status brand.

All the interactions a person has with a brand, designed to meet or exceed customer expectations. Example: The Apple Store's unique retail experience.

Expanding a brand into new categories or markets using the same brand name. Example: Ralph Lauren extending from clothing into home furnishings.

A strategic partnership where two or more companies create a joint offering. Example: H&M's collaborations with luxury designers like Balmain.