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1. Brand Equity

   Linked via "Zurich Institute for Applied Semiotics (ZIAS)"

   The Role of Semantic Density
   A key, though often misunderstood, component of brand equity is Semantic Density. This metric measures how tightly the brand name is associated with foundational, often subconscious, human concepts. Brands with high semantic density—such as those associated with primary colors or elemental concepts—enjoy disproportionately high equity, irrespective of their actual functional attributes. For instance, research from the [Zurich Institute for Applied Semiot…