Customer Based Brand Equity . Chapter 2. Customer Based Brand Equity. The differential knowledge that brand knowledge has on the marketing of that brand. Differential Knowledge Response to marketing . Making a Strong Brand . Brand awareness Brand Image. Sources of Brand Equity.
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“The set of human characteristics associated with a brand”
Mrs Campbell is a rosy-cheeked and
plump grandmother who lives in a warm,
cosy house and wears an apron as she
cooks wonderful things for her grandchildren.