lifestyle branding. The process (and the art) of linking a company's products and services with a specific consumer demographic.
In context . . .
"World class brands like Nike, Disney, Coca-Cola and BMW that succeed with lifestyle branding embody the interests, attitudes, and opinions of a particular group or culture of consumers. They do so by using their products and services to help inspire, guide and motivate people... Plenty of travel-industry brands like Virgin America, ACE Hotels and Airbnb have also carved out unique lifestyle brand niches as well." (Source: Skift)
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