Marketing (Fach) / Branding and Brand Management (Lektion)
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Identfying a brand - Step 1 in the process: Brand Categorization
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- When consumers engange with a brand in an object-centered way they are mostly concerned about the brand, the product category and the relation between the two
- Therefore the task for a company is to link the brand to a product category
Through:
- stimulus- or memory based categorization
- verbally
- visually through physical proximity, temporal proximity or design
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