Final answer:
Brand perception encompasses both functional attributes (tangible benefits) and symbolic attributes (intangible benefits associated with brand identity).
Step-by-step explanation:
Perception of a brand comprises both its functional attributes and its symbolic attributes. Functional attributes are the tangible benefits that the product or service provides, such as quality, features, and usability. Symbolic attributes, on the other hand, refer to the intangible benefits associated with a brand's identity, including emotional connections, brand prestige, and personal significance to the consumer.
A strong brand often integrates both functional and symbolic attributes to create a comprehensive brand image that resonates with consumers, leading to increased brand loyalty and preference. Companies invest in marketing to enhance the perception of both these attributes in consumers' minds.