The first key to the personality of a brand is recognition, which is the sum of both spontaneous and suggested awareness. Without recognition, there is no brand, but it is not enough by itself to create it. The second important key is the perceived quality, which is quite different from the actual quality, since it is an emotional criterion whose value can be described as the extent to which the consumer perceives the quality of the brand, regardless of its basis. Finally, there is fidelity, which is the true scale to measure customer satisfaction.
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