Question: (a) With reference to Figure 9.9 (see Chapter 9), construct and present the three signifi cant brand dimensions (i.e. Quality Signal, Global Myth, and Social

(a) With reference to Figure 9.9 (see Chapter 9), construct and present the three signifi cant brand dimensions (i.e. Quality Signal, Global Myth, and Social Responsibility) of a successful soft drinks brand of your choice. Explain how these dimensions affect consumer preference for soft drinks.

(b) By using Figure 9.10 (see Chapter 9), construct and present the architecture of your soft drinks brand. Evaluate the extent to which it is a global brand.

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