starbucks India

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The brand stays relevant 2
Brand equity = Quality + Intangible factors

Intangible factors : User imagery

Brand personality
Feeling

Example : Gillette
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Pricing is based on consumers perception of value 3
Example : P&G

Too less

EDLP
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The brand is properly positioned 4
Blend POP and POD

Example: 1. Mercedes-Benz and Sony

Product superiority Vs Service

2. Calvin- Klein and Hardly Davidson

User imagery Vs Performance