ABSTRACT
Traditionally, the intangibles have gone under various headings – brand image, brand personality, brand associations. Nowadays, many people would add another heading to summarize the presence and proactivity of the brand on the internet. The apostrophe in the term "brands' attitudes" is important, because it distinguishes it from the term "brand attitude", a term which is often used by consumer scientists as a synonym for brand image. This chapter shows how the level of brands' emotional response helps explain the gap between brand love and brand usage. The American Express brand of Travel and Entertainment charge card was not the first in that category; that honor belongs to the Diners Card, which American Express effectively eclipsed. The problem for American Express – and for other brands that wish to appear prestigious – is that being prestigious and being unapproachable often do tend to go together. For most casual dining choices, the touchstones of brand image are quality and good value.
