Question: Ryan Miller, a product manager for EXXON, is making a presentation on branding to his two new hires. He tells them that everyone already knows

Ryan Miller, a product manager for EXXON, is making a presentation on "branding" to his two new hires. He tells them that everyone already knows Exxon, but that it is very important to build greater brand loyalty, even for a "commodity" premium petroleum. Most important, he said, deeper brand loyalty for EXXON could support higher prices and margins because it could create:

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