Colloquium aankondiging
Faculteit Engineering Technology
Afdeling Design, Production and Management
Master opleiding Industrial Design Engineering
In het kader van zijn/haar doctoraalopdracht zal
Jansen, V.J. (Vera)
een voordracht houden getiteld:
The influence of brand architecture on product development
| Datum | 11-09-2024 |
| Tijd | 10:00 |
| Zaal | OH215 |
Samenvatting
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.
Examencommissie |
voorzitter Handtekening 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 |
(voorzitter) (begeleider) (begeleider) (extern lid) (mentor bedrijf) |
|