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...Learning objectives define customer based brand equity outline the sources and outcomes of identify four components positioning describe guidelines in developing a good explain mantras how they should be developed copyright pearson education ltd all rights reserved defining as bridge approaches from perspective consumer stresses that power lies what resides minds hearts customers differential effect knowledge has on response to marketing figure advantages strong brands improved perceptions product performance greater loyalty less vulnerability competitive actions crises larger margins more inelastic price increases elastic decreases trade cooperation support increased communication effectiveness possible licensing opportunities additional extension drives differences manifest themselves terms provides marketers with vital strategic their past future create over time dictates appropriate inappropriate directions for...