... a particular segment. © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Brands Brand meaning Brand associations Brand knowledge Brand cues play a vital role in transmitting important information about a specific brand. From these cues, customers...

... Brand orientation Brand meaning Brand core Volvo’s commitment to safety became part of the brand promotion, supported by continuous development of safety-related features, upon which the brand’s track record was built. The interpretation, understanding and communication of the brand have...