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Brand attributes Consumer benefits Involvement Symbolic Social language of the brand meaning Self-enhancement Self-positioning Emotional realm Personality Transformation of experience Authenticity Reassurance Safe choice Easy

Brand attributes Consumer benefits Involvement Symbolic Social language of the brand meaning Self-enhancement Self-positioning Emotional realm Personality Transformation of experience Authenticity Reassurance Safe choice Easy choice Functional Keeping promises Certainty in an uncertain world realm of performance Replicability of satisfaction

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