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Another important point that the author refer in his text is that brands are “not only concepts such as loyalty, personality, and consumer behavior”…”but they are also indicative of the relationships, communication, psychology…” In fact many people associate themselves to brands and make a highly strong bound with them; the brand is part of who they are and how they act and live. Let′s say Nike sponsors most football team or famous players, than a personal that is into sports will most likely be a consumer of the brand Nike. By other words people become brands and brands become almost “human”.

“Brands are not only represented in television, print ad, or internet pop-up; it is also present in the human mind.” Saatchi & Saatchi CEO Kevin Roberts (2005) names this bound of the brand with the human mind “Lovemark”. Most of larger companies have recognized the value of brand recognition. McDonalds has their arches, Goodyear has its blimp and AOL has its distinctive pyramid.

The author then presents a study where the goal is to answer the question “Do brands simply behave like every other emotional stimulus ever tested?” where his first question is “Are brands Love marks”? Roberts (2005) says that “a Lovemark is a brand that encourages to love the brand or to have loyalty beyond reason” a brand that is continually purchased over and over again without carrying about the advantages of the competition.

The second question he presents is “what is the relationship between brand attitudes and identification with brands”?

Here the author says that to become a “love mark” you have to have more than a “few fervent fans” instead you must be “shared by a wide variety of consumers”. In the text we can find some examples like Apple, Google, etc.

Third and last question “Do popular brands represent meaningful points in brand space? That is, do they cluster in a meaningful way?”

For this last question the author made a study that involved 53 students (37 women and 17men, with a average age of 21.9years)

The materials used for this were brand logos. They were displayed continuously on a monitor, while participants made their ratings.

The results of this study were that in fact brands do behave much like other emotional stimulus. The results where that the primary dimension that aroused from the subjects was good and bad brand. The author says “Brands are not objective, rational objects. They are good or they are bad”.

The data also suggest that the “brands 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。