Brands are wonderful phenomena. In some way, they are able to touch you. You may even love them. Often, it is hard to explain why. Some brands just ‘feel’ better than others. They have more ‘brand appeal’.
Creating appealing brands involves a fundamental understanding of the variables that explain brand appeal. Scientific research by Kim Cramer, PhD and Alexander Koene, investigated why some brands are better able to touch people than other brands. Results indicate that brand appeal has everything to do with 24 fundamental human drives.

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