Question: Have students select a product category. Then, have them develop a simple survey asking respondents how much they would be willing to pay for: 1)

Have students select a product category. Then, have them develop a simple survey asking respondents how much they would be willing to pay for: 1) a generic version of the product, 2) a minor brand in the market, and 3) the market leading brand. Have them distribute this to ten individuals. Have them tally the results as a demonstration of brand equity.

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