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Levels of Brand Meaning
Brands communicate the level of performance, reliability, and quality and can be designed to convey up to 6 different types of meaning.
For example, levels of meaning for the Mercedes Benz brand are as shown below (In order of, Meaning, Description and Example):

Attributes – What kind of image does the brand suggest? – Mercedes Benz suggests an expensive, well-built, durable vehicle.

Benefits – What functional and emotional benefits does the brand provide? – Mercedes Benz provides durability; it’s also about status or achievement – an emotional benefit

Values – What does the brand say about your values? – For Mercedes it communicates values of performance, safety and prestige.

Culture – What kind of culture does the brand communicate? – Mercedes represents German culture of efficiency organization and high quality

Personality – What kind of personality does the brand convey? – Mercedes Benz gives an image of a no-nonsense person out to perform well

User – What kind of customer buys this brand? – Mercedes Benz is aimed at an older person – a top executive or owner of a successful business

Conclusion
In this lesson we’ve looked at the elements of a brand, including brand name, logo, style, tagline, colors, and tastes and the steps involved in creating a brand.
We learnt that a brand can convey up to six different meanings – attributes, benefits, values, culture, personality and user – with the aim of giving it a unique personality or spirit.
Creating a positive brand association can lead to emotional attachments and loyalty leading to more profit for the firm.
Reference AMI

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