Branston and Stafford (2001) point out a link between the frequency of the appearance of a specific image in media texts and the public's response to it.

[T]his is partly because the mass media have the power to re-present, over and over, some identities, some imaginings, and to exclude others, and thereby make them unfamiliar or even threatening' (Branson, Stafford, 2001:125).

One way in which Cosmopolitan constitutes this interrelatedness and common identity is through its column titles, which have become a kind of brand name - for example, Cosmo recept/Cosmo recipe, Cosmo moda/Cosmo fashion, Cosmopolitanka - and through directly addressing the reader, for example, 'convince yourself', 'imitate the look', 'make him a...', 'be imaginative', 'your looks will catch him for you' and so on.

Likewise, differentiation may be based on brand image, technical specifications, quality or level of service.

They could, for example, use the eco-label to enhance the quality image of their own-brand products as well as seeking to offer other eco-labelled products to their customers.

Inter-brand price competition exists mainly with the low brand image goods of the fringe producers.

The market is stable, both on the supply and on the demand side, and there is strong brand image and product differentiation.

The five market leaders have strong brand images, acquired through advertising and sponsoring, whereas the two smaller manufacturers have a strategy of cheaper products, with no strong brand image.

Exclusive distribution may lead to efficiencies, especially where investments by the distributors are required to protect or build up the brand image.

The fact that the two smallest brands can be bought in low service/low price shops does not compensate for this, because the brand image of the five market leaders is much better.

To help solve a free-rider problem between the distributors (efficiency 1 in paragraph 116) or to help create a brand image (efficiency 8 in paragraph 116), the nature of the product is very relevant.

A vertical restraint may help to increase sales by creating a brand image and thereby increasing the attractiveness of a product to the final consumer by imposing a certain measure of uniformity and quality standardisation on the distributors.

In such a case, the other parent company can play a modest or even non-existent role in the daily management of the joint venture where its presence is motivated by considerations of a financial, long-term-strategy, brand image or general policy nature.

Final goods are, directly or indirectly, sold to final consumers who often rely more on brand and image.

The buyers of intermediate products are usually well-informed customers, able to assess quality and therefore less reliant on brand and image.

The four market leaders have large national advertising campaigns and strong brand images, whereas the fringe producers do not advertise their products at the national level.

Other indicators focus on the market position of the buyer on his resale market including characteristics such as a wide geographic spread of his outlets, own brands of the buyer/distributor and his image amongst final consumers.