Brand-rash is caused by not keeping the basic brand attributes clean and fresh.

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When good advertising connects with the target on an emotional level, it has a positive halo on rational brand attributes as well.

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In a survey conducted by the firm Edelman Berland, voters were asked to compare Democrats and Republicans across a number of brand attributes.

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Each product in the XPS portfolio is tailored for very specific customer needs, and the new products unveiled today are designed to take advantage of emerging software and technology, with the same XPS brand attributes that customers expect from Dell.

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Not only did the campaign scream authenticity (there were industry complaints that the makers had mistreated the kids by not telling them it was a ruse), but the execution was in lock-step with the brand attributes they were intended to illustrate.

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Alexa Knight, of the research and strategy firm The Sound says: The return is reinforcement of brand values or product attributes through alignment with an event that truly mirrors those values or attributes.

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The Cultural Traction report ranks brands based on VIBE, or those perceived to have the most Visionary, Inspiring, Bold and Exciting attributes, according to the WPP-owned global brand and marketing consultancy.

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On the other hand, successful marketers have found that marketing superiority is no longer achieved through brand messages, but through brand experiences in which they create value that transcends mere product attributes.

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The Davie Brown Index looks at multiple attributes to determine a celebrity's ability to influence brand affinity and consumer purchase intent.

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Also falling were consumer scores for brand image, quality, credibility and perceived resale value, among other attributes, according to Brandimensions.

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But other cars in its class offer similar attributes, so the company continually strives to create deeper engagement with the brand.

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