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S_leve3 S_leve3
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9 years ago
Brand equity is reflected in perceptions, preferences, and behavior related to all aspects of the
marketing of a brand. Stronger brands lead to greater revenue.
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121) Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.
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milestone23milestone23
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