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Axe’s brand personality and equity, consumers’ perspective on the brand’s perso...

search to establish a type of communication which is not only unique but also coherent, in order to ascertain certain types of associations within the minds of consumers. It is the composition of all the associations transmitted that forms the personality of a brand. However, this is a very demanding process, requiring years of investment and a need to be entirely coherent when communicating, through the years....