Discuss the role of innovation in building brand equity and debate the validity of the concept imitation
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Question:
Discuss the role of innovation in building brand equity and debate the validity of the concept "imitation is the best form of brand innovation" with the use of Aaker's Brand Equity Model, elaborating on brand building and the importance of having and maintaining a healthy brand through innovation. Your answer should include other brand equity models for comparison and decision-making.
Related Book For
Advertising & Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0070891302
5th Canadian Edition
Authors: Gerorge E.Belch, Micheal A.Belch, Micheal A.Guolla
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