[[FailFake]]
. El equipo de Interbrand resalta también la importancia de la personalidad de marca: “a consumer must feel comfortable with a brand, must feel an affinity with it and must feel that the brand has certain relevant qualities to offer. A brand’s personality thus embodies all of the qualities it has to offer over and above its primary characteristics and its functional purpose. It is also crucial that a brand’s personality should never be seen perceptibly to change but, rather, that it should only never be seen to evolve over time” (Sotbart, 1994, p. 36).
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