This is a strong article because it discusses the importance of brand management which largely includes the brands image to consumers. This included physical traits such as the logo, font, words, design and colours etc but then their is the emotional traits a brand contains, this is what consumers first thoughts are when they see a branded product or hear a brand said aloud. The article uses Volvo as an example by saying people's first thoughts are "Well built, comfortable, Swedish and safety." Another example of this is Apple, when a consumer thinks of Apple words like 'attractive', 'modern', 'flash' and 'state of the art' are often thought of. All in all, a brands goal is to firstly deliver on their promise and also maintain their signature look, personality and attributes which the article likes to call ""me" appeal."
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