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Brand:'6'Levels'of'Meaning

Attributes Benefits Values a'brand'says'something'about'the'producersvalues

Culture a'brand'may'represent'a'certain'culture

Personality User

Marketing Department

Brand:'6'Levels'of'MeaningMERCEDES'BENZ Attributes:'well'built,'durable,'expensive,'high'resale'value,

fast Benefits:

I'wont'need'to'buy'a'car'often This'car'makes'me'feel'important

Values Mercedes'stands'for'excellence

Culture Mercedes'represents'the'German'culture:'organized'&'efficient

Personality A'noPnonsense'boss'(person) A'reigning'lion'(animal) An'austere'palace'(object)

User A'top'executive'not'a'secretary'would'be'expected'to'own'a'Benz

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