Brand concept
Jean Noel Kapferer
Knowledge in our memory consists of concepts abstracted from reality, based on the characteristics that similar entities have in common. These concepts make it possible to relate new perceptions to earlier experience, and they are determined by both superficial characteristics and 'deeper essences.'
A brand concept is an abstract representation of the brand's superficial characteristics and its most defining meanings. We distinguish ten prototypical brand concepts, though more are of course possible:
Brand equals product:The brand relates to only one product or service, and is the name of the thing. Because of this narrow...