4 Choosing Brand Elements to Build Brand Equity
Learning Objectives
After reading this chapter, you should be able to
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Identify the different types of brand elements.
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List the general criteria for choosing brand elements.
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Describe key tactics in choosing different brand elements.
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Explain the rationale for “mixing and matching” brand elements.
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Highlight some of the legal issues surrounding brand elements.
A brand symbol like the Energizer Bunny can reinforce key brand associations and be used in a variety of different communication applications.
Source: Paul Martinka/Polaris/Newscom
Preview
Brand elements, sometimes called brand ...
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