Capturing Customer Mind Set

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Capturing Customer Mind-Set
  • Capturing Customer Mind-Set

  • Answers • 12 pages • 2019
  • Capturing Customer Mind-Set Pick a brand. Employ projective techniques to attempt to identify sources of its equity. Which measures work best? Why? Pick a product category. Can you profile the brand personalities of the leading brands in the category using Aaker's brand personality inventory? Pick a brand. How would you best profile consumers' brand knowledge structures? How would you use quantitative measures? Think of your brand relationships. Can you find examples of brands that fit into F...
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