Marketing (Fach) / Branding and Brand Management (Lektion)
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The Nature of a brand: Consumer-based Approach
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The Brand is analyzed as residing in the mind of the individual consumer as a cognitive construal
Computer Metaphor:
When the marketer feeds the consumer computer with the most appropriate information, then the consumer will do as intended and choose a brand.
Underlying perspective: Cognitive Consumer Perspective
a consumer is being exposed to stimuli from his or her environment. Focus on how these stimuli enter the mind via senses and how that leads to action.
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