Roberto Bell's Articles in Branding

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The Eternal Principles for Creating Luxury Brands Much has been said lately about the changing nature of luxury these days. While some of the proclaimed changes are no more than the result of historical myopia, certain developments are worth noting. Despite all these significant developments, the nature of luxury has remained unchanged in essence. Creating Brands That Provide Psychological And Social Benefits Beyond The Product The main reason for the general fascination with brands is their ability to provide the consumers an extra value in addition to what the product\service\company themselves can provide. A value which becomes the major motivation for consumers to desire the product. The Strategy Is the Brand The brand strategy is the translation of the competitive strategy into a language of promises made to the consumer. How Can You Lure Consumers Into Loving Your Brand? Love for a brand is actually a strong feeling of anticipation for something good, pleasant or beneficial that we believe with great certainty that we will get from the brand. It is the anticipation for good experiences, pleasant sensations or positive emotions.

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