Brands encapsulate the sum meaning of the associations consumers have about the brand. Brands operate on multiple levels. On a mundane level, brands can communicate consistency of product performance to the consumer. At an introspective level, by purchasing one brand over another, the consumer validates and reinforces what he or she values. As a social reference tool, brands act as totems, communicating to others how we see ourselves and how we wish to be perceived.
Brands act to focus and neatly package multiple levels of meaning for the consumer.
This reification, which is strongly influenced by advertising, simplifies communication and brand selection for the consumer. It s a reality of advertising and communication. We measure brand-linked impression by asking consumers if they have seen an advertisement for a particular brand recently. Show me more examples, and show me who's developing rich media creative. Wired Digital Inc., a Lycos Network site.