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  • Rijksuniversiteit Groningen (RuG)
  • Brand and Product Management
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Summary Brand and Product Management Lecture 4

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Brand and Product Management
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Brand and Product Management Search for my bundle, can't upload them separate for less because of the minimum Stuvia has to earn. Bundle with all 7 lectures and all required papers is 8 euros!

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Brand and Product Management Lecture 4

What are brand elements?

Brand elements

- Definition and examples
- Criteria to develop effective & sticky brand elements

Consumer response to brand elements

- The role of cognitive feelings in brand judgement and behavior
- The role of perceptual ambiguity in brand judgement and behavior

, What is a Brand Element?

Brand elements, sometimes called brand identities, are those trademarkable devices that serve to
identify and differentiate the brand.

The main ones are:

- Brand Names
- URLs
- Logos
- Symbols

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Master Marketing Management
Uploaded on
January 13, 2018
Number of pages
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Written in
2017/2018
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Summary
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Subjects

  • brand
  • and
  • product
  • management
  • rug

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