Solution brand

A solution brand is a very respected symbol-intensive brand that covers a wide range of consumer segments and/or product categories. Solution brands generate auto-directed emotional benefits on the people who adopt them, such as reassurance or a comfortable sense of conformity. They typically hold a global leading position offering a wide range of products in very competitive and cluttered sectors, such as Mitsubishi, Microsoft, Samsung, Nestlé or Mattel.^[1] Often, these brands, were formerly authority brands that exploited their knowledge on different categories, like Sony, or Icon brands that extended their symbolic value on different customer segments, like Levi’s.

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