Beyond these three key brand elements, let the Star Trek story go where it wants to go.
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"I think where there are challenges are perhaps some of the brand mark elements that have been left behind, which have been around for 40 years, " Ghai says, referring to the airline's logo, which has been radically changed.
But other elements of brand are important too.
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There are elements of the Republican brand that still appeal to the masses, such as smaller government, fiscal restraint and national security.
"It's a brand new company but there are elements of the old debt that I feel that I want to honour, " he said.
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The so-called Quiet Tuning elements are consistent with the brand image and generally easier and cheaper to pull off than a state-of-the-art engine.
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Just like a sports team, the infrastructure, brand history and tolerance for risk-taking are important elements in a marketer's success or failure.
Tyler Hays is the founder of the upscale brand BDDW, whose Philadelphia woodworkers and metalsmiths pair muscular wood elements with wabi-sabi bronze pedestals and casework.
Instead, trademark law protects brand names, logos, symbols, designs and other optional elements of apparel and accessories, and trade dress law protects the design, packaging or appearance of apparel and accessories, solely to the extent they identify the source and origin of such products.
So, while the Xbox 360 experience still has a few unique elements that can't be matched by the brand-new Echo -- the animated transitions are still something almost no other set-top box can do -- we found the overall experience more enjoyable than what we've become accustomed to recently.
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Until now I have not been a fan of toolbars, largely because I like the freedom to use different elements of a product rather than being coerced into using just one brand for every function.
Moreover, there are other elements of his company which are notoriously hard to scale, such as brand experience and customer service.
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Regardless of which elements of IW Beijing choose to exploit, the Chinese will likely pursue their own brand of IW that could deviate radically from Western conceptions and models.
If the court rules against the cable companies, agreeing with the 9th Circuit that cable contains elements of a telecommunications service, it could give new life to small ISPs like Brand X, allowing them access to cable networks and providing a new stream of revenue.
All of these elements, including social media, shape or form the way that a consumer hears about a brand or offering.
The two main elements had been the growth of discount stores such as Matalan and Peacocks, and also the growth of brand shops such as Gap and Next, which targeted specific parts of the market.
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