Consumers' perceptions can be based on tangible differences or on image and style factors with brand differentiation.

Question

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Consumers may form perceptions about different brands based on tangible differences like price, quality, features etc. or on image and style factors like brand personality, advertising, packaging etc. Both types of factors can lead to brand differentiation in the mind of consumers.

Consumers' Perceptions Can Be Based on Tangible Differences or on Image