These six aspects are divided over two dime
n-
sions
:
a.
The constructed source v
s.
the constructed receiver
: a well
-
presented brand
has to be able to be seen as a person (
constructed source
: physique and
personality) and also as the stereotypical user (
constructed receiver
: refle
c-
tion and self
-
image).
b.
Externalisation vs
.
internalisation:
a brand has social aspects that define its
external expression (
externalisation
: physique, relationship and reflection)