Salience

Performance

Imagery

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Judgments

Feelings

Resonance

Identity $-$ "Who are you?"

Meaning $-$ "What are you?" $($personality$)$

Risk $-$ "How does it reduce risk in my life?"

Response $-$ "What about you?" $($how relevant to my life$)$

Meaning $-$ "What are you?" $($features & benefits$)$

Relationship $-$ "What about you and me$?"$

Cost $-$ "How does it reduce cost to me$?$

Response $-$ "What about you?" $($how different from others$)$

Symbol $-$ "What symlolism is included in brand elements"

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