Brands Grow Part 2 Pdf — How

: A brand grows by building associations with more CEPs. For example, a chocolate brand might link itself to "treating yourself" (why), "movie nights" (when), or "giving a gift" (with whom). Distinctive Brand Assets (DBAs)

: Identify the why, when, where, with whom, and with what of category purchases. How Brands Grow Part 2 Pdf

CEPs are the "hooks" in a consumer's memory that link a brand to a specific need, occasion, or location. : A brand grows by building associations with more CEPs