Look at the coupon supplements in a Sunday newspaper. How are they building brand equity, if at
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Coupon
A coupon or coupon payment is the annual interest rate paid on a bond, expressed as a percentage of the face value and paid from issue date until maturity. Coupons are usually referred to in terms of the coupon rate (the sum of coupons paid in a...
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Strategic Brand Management Building Measuring and Managing Brand Equity
ISBN: 978-0132664257
4th edition
Authors: Kevin Lane Keller
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