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Table Of Contents

Free Association
Projective Techniques
Brand Personality and Relationships
Ethnographic and Observational Approaches
Critiqu e
Awareness
Recognitio n
Recal l
Image
Brand Performance
Brand Imagery
Brand Judgments
Brand Feelings
Key Success Criteria
Brand-based Comparative Approaches
Marketing-based Comparative Approaches
Conjoint Analysis
Residual Approaches
Valuation Approaches
Brand Inventory
Brand Exploratory
Brand Equity Charter
Brand Equity Report
REFERENCES
FIGURE 26.1
HYPOTHETICAL DOLE MENTAL MAP
- Clarity - Competitive
- Distinctiveness - Customer size &
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Brand Equity Measurement

Brand Equity Measurement

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Published by Subhasish Behera

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Published by: Subhasish Behera on May 17, 2012
Copyright:Attribution Non-commercial

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