BRANDING AND BRAND EQUITY 4.1 INTRODUCTION

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referred to as brand elements (Keller, 2003:3). The various brand elements which are part of the fundamental aspects of branding, will be discussed next. 4.2.1 BRAND ELEMENTS Brand elements, also referred to as brand identities, are those trademarkable devices that serve to identify and differentiate the brand (Keller, 2003:175).


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