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Four metaphors can be used to think about brands: brands as a footprint, brand as a partner, brand a virality engine, and brand as cultural icons

Four metaphors can be used to think about brands: brands as a footprint, brand as a partner, brand a virality engine, and brand as cultural icons Four metaphors can be used to think about brands: brands as a footprint, brand as a partner, brand a virality engine, and brand as cultural icons
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Mark as a mental imprint: Tide, based on the declination of the concept of impeccability & spotless belongs to this category,

Brand partner: Gatorade, which is positioned as athletes’ partners,

Viral brand: the product takes a peripheral dimension. Example: Budweiser with his "wasuup" campaign.

Brand as cultural icon: Strong identification mirrors like Coca-Cola, Nike or Apple.

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Source and adaptation :

Benoît Heiburnn, La marque, PUF, collection Que sais-je, 2007 – Adapted from D. Holt, How brands becomes Icons, The Principle of Culutral Branding, Harvard Bsusiness School Press, 2004


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