Brand Gender

Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity.

Folosind exemple detaliate, autorul sustine ca marcile cu caracteristici masculine si feminine scazute au cel mai scazut capital, in timp ce marcile cu caracteristici atat feminine cat si masculine s-au dovedit a avea cea mai puternica echitate.