brand knowledge

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Brand knowledge refers to all the thoughts, feelings, images, experiences, and beliefs that become associated with a businesses brand.

Further discussion on brand knowledge:

While a company will develop its branded look, which includes company logo, colors, and visuals, a brand is truly identified by the consumer.

The consumer will assign their on interpretation of the company’s brand based on their experience in dealing with the company along with their  beliefs and feelings about the companies products or services. For example,  a consumer may experience poor customer service or poor product support from a company; the result would be an unfavorable experience and thus a poor brand image from the consumer’s point of view.

 

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