Chapter Questions • What is a brand and how does branding work? • What is brand equity? • How is brand equity built, measured, and managed? • What are the ...
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...Chapter questions what is a brand and how does branding work equity built measured managed are the important decisions in developing strategy espn strong steps strategic management identifying establishing positioning planning implementing marketing measuring interpreting performance growing sustaining value name term sign symbol or design combination of them intended to identify goods services one seller group sellers differentiate from those competitors role brands maker simplify product handling organize accounting offer legal protection...