SMM Brand dimensions

The Sanoma Men's Magazines (SMM) knowledge centre focuses on information about the male audience, and especially on the increasing importance of brand image.

SMM Brand dimensions

Norbert Mirani

The Sanoma Men's Magazines (SMM) knowledge centre focuses on information about the male audience. Its aim is to deliver information that can be used to improve strategic decisions for brands in the men's market.

On a product level, the differences between brands have declined. As a consequence, brand image has become more important. Traditionally, psychological models have been based on cognition, affection, and behaviour. To make a better match with the current modern consumer, the SMM knowledge centre added aspiration and loyalty, resulting in a 5-dimensional brand model called SMM brand dimensions.

The five dimensions...

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