Colloquium announcement
Faculty of Engineering Technology
Department Design, Production and Management
Master programme Industrial Design Engineering
As part of his / her master assignment
Jansen, V.J. (Vera)
will hold a speech entitled:
The influence of brand architecture on product development
| Date | 11-09-2024 |
| Time | 10:00 |
| Room | OH215 |
Summary
A brand architecture is a strategy that aids in managing the brand portfolio and the company. Choosing an adequate strategy for a new product, comes down to either a brand extension or the creation of a new (sub) brand. When the creation of a new (sub) brand is warranted, it is best to utilize a company-oriented brand building process to ensure that the brand is created within the boundaries of the chosen brand architecture strategy. This process was discovered during the creation of a new product, and has been turned into a framework that can be used when a new product has to be developed and marketed.
Assessment committee |
chair Signature d.d. |
|
| prof.dr.ir. J. Henseler dr.ir. M. Mulder-Nijkamp dr. J.M. Schaumann dr.ir. B.L.A. de Koeijer mr. B. Yildiz |
(chair) (supervisor) (supervisor) (external member) (mentor from company) |
|