GROBART, S., & Steverman, B. (2016). You Swiped My Heart. (cover story).Bloomberg Businessweek,4492, 52-56.http://search.ebscohost.com.ezproxy.library.berkehttp://web.a.ebscohost.com.ezproxy.library.berkeley.org/ehost/pdfviewer/pdfviewer?vid=12&sid=b4d3c8c3-fc4f-4ffd-864e-59530b227cc7%40sessionmgr4007#ley.org/login.aspx?direct=true&db=bsh&AN=118262379&site=ehost-live

The Sapphire card is often labelled as a "Lifestyle" brand because it elicits/embodies the values and aspirations of its dominant users, especially the millennials and Generation X. "It helps people express who they are and empowers them to be who they want to be" engendering deep loyalty to these brands (Shoates 2016).Discover whether the Sapphire brand fits this description /conclusion by answering these questions:

How do customers assign values/meaning to this brand?

What are the values/meaning they communicate brands and does the brand deliver?