Product is image.

I've read an article in the German trade press about Ritter Sport. To whom this brand is not aware: It's a chocolate brand ranked second behind the German market leader Milka. I was surprised to find following statement: "Ritter-Sport schickt eine Kampagne ins Rennen, die Produkt- mit Image-Werbung verbindet." (Engl: Ritter-Sport is airing a campaign that combines product and image adertising.)

Pardon. Isn't it manifested in the "Professional Brand Management Act of 1689" that your product constitutes your image – more than anything else?

In conclusion: Don’t even think about something like a separation of product and image.
I'm looking forward to a discussion on this topic. I know there are other schools of thought.