Sublime

brand’s Distinctive Assets,

A brand’s MPen should increase when the brand has reached more category buyer ‘brains’ through:

Borrowed from psychology, personality traits include attributes often draw from Jennifer Aaker’s brand personality framework (Aaker 1997).

In this case, efforts to increase brand linkages to other CEPs common for the sub-category will benefit the brand.

Brand Awareness in an ‘ease to retrieve’ role

greater brand level discrimination –

talent sets the floor, but character sets the ceiling.

valuable for a brand to have links to multiple CEPs, rather than just one.