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Supporting marketing programs

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Reference no: EM133168010

Read the Chapter 11

Brand equity, discussed in chapter 11, depends on three main factors: the initial choice for the brand elements or identities making up the brand, the way the brand is integrated into the supporting marketing programs, and the associations indirectly transferred to the brand by linking the brand to some other entity. Think of a brand that you admire - do you feel they have strong brand equity? Why or why not?

Reference no: EM133168010

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