What are different factors that cause changes

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Question: What are different factors that cause changes in a Brand's Equity? Can you think of variables that Kotler might have left out that may affect the Brand Equity? Also, what does Kotler say about the reasons the value of a company is not just the book value? (Hint-find the book value of Amazon as a base & compare with its market value).

Reference no: EM133293971

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