irrefutable essence or spirit of the brand positioning. The purpose of designing short phrases is allows consumers to remember easily. Moreover, with the meaning brought out by the phrase, it will register the brand into the mindset of consumers. Like every firm, Apple's new launched smartphone, the Iphone5 has a brand mantra which is “Think Different". They aimed to make things simple and take care of their customers very well. They wish to make everything as simple as possible yet produced high quality…
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