ABSTRACT
This chapter deals with the brand as it is present in the memory of consumers and stakeholders-that is, the point where it transcends strategy, becomes a physical reality, and takes on brand meaning for consumers. It explains the importance and role of brand stories in, but it is important in brand meaning to remember that the brand story is the container of meaning-the way consumers put their brand impressions into words. Within the framework of brand strategy and management of the mental brand, it is important to keep track of the development of the mentality, the brand physique and the balance. The secret of strong brands lies in synergy-in the linking or merging between mentality and brand physique whose core is formed in many cases by the products and services the brand represents. The relative strength of a brand is based on the strength of its associations.
