Why is Framing so Important within Brand Relevance? (470 Words)

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Question

Why is Framing so important within Brand Relevance?

What are some exemplar brands? What impact has that status had on their marketing programs?

Aaker, D. A. (2010). Brand Relevance: Making Competitors Irrelevant. Hoboken, NJ, USA: Jossey-Bass.
Citation: APA

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Customers are not completely rational. They rely on surrogates of perfect information and cues that signal the outcomes, when making a purchase decision.
Framing is very important in the sense that it influences the dialogue that surrounds product or service. Framing affects the user experience and decision process, it even trumps logic even when individuals are informed. Frame does not become dominant because it is fair or logically appropriate. Frame is represented with a vivid metaphor that...

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