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Question 1.

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

• Segmenting marketing

• Rationalizing brands

• Brand imagery

• Personalizing marketing

• Emotionalizing brands

Question 2.

Which of the following is one of the main ways to measure brand equity?

• Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing

• Statistical analysis of demographics

• Secondary evaluation of governmental statistics

• Evaluating published statistics of competitors

• Hiring independent evaluators
Source  Download
Marketing Management
Edition: 13th
Authors:
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Answer 1

Personalizing marketing

Answer 2

Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
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