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Business
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| Number of pages / Number of words: |
13 / 3614 |
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In theory there are four all-too-common identity traps: the brand image trap, the brand position trap, the external perspective trap and the product attribute fixation trap (summarized in Figure 2 in Appendix A). The identity trap theory provides substantial insight into what a brand identity is and is not...
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In theory there are four all-too-common identity traps: the brand image trap, the brand position trap, the external perspective trap and the product attribute fixation trap (summarized in Figure 2 in Appendix A). The identity trap theory provides substantial insight into what a brand identity is and is not...
Essay fragment
General points of the essay
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Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon
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