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3. Brand Relationship Ladder
The Architecture defines the intended mix of the Emotional & Rational Brand dimensions. This is done by designing the Brand Relationship Ladder.
Has a level of Attractivity (Personality & Design), Reduces Risks, (by offering Rational Benefits and Arguments / Reasons to Believes), makes customers Feel Well (through Emotional Benefits that translates into Memories) and makes loyal people Resonate (sharing the same Vision and Values).