Podrazumeva stvaranje mentalnih struktura i ono pomaže potrošačima da organizuju svoja saznanja o proizvodima i uslugama na način koji će im pojasniti donošenje odluke, a ujedno i kompaniji obezbeđuje vrednost.
Marketing menadžment, Philip Kotler , Kevin Lane Keller, 2006
Termin:
branding
Definicija:
Involves the creation of mental structures and it helps consumers to organize their knowledge about products and services in a manner that will explain the decision, but also provides value to the company .
branding