This Learning Pair exercise is about footnote 12 concerning 4 brand association examples. 1. The footnote asked several questions: (1) As brand equity, what ownership does each of the 4 brand associations possess? A brand positioning ownership or a market segment ownership? (2) Has anyone of these changed over time? In what way? (3) What kind of research question must have been asked or can be asked to surface each? 2. Write your answers to these questions and then exchange answers with your partner. 3. Compare answers with those of your neighboring Learning Pair This Learning Pair exercise is about footnote 12 concerning 4 brand association examples. 1. The footnote asked several questions: (1) As brand equity, what ownership does each of the 4 brand associations possess? A brand positioning ownership or a market segment ownership? (2) Has anyone of these changed over time? In what way? (3) What kind of research question must have been asked or can be asked to surface each? 2. Write your answers to these questions and then exchange answers with your partner. 3. Compare answers with those of your neighboring Learning Pair