Question: TUTORIAL (PRODUCT & BRAND MANAGEMENT) Define customer-based brand equity Explain TWO (2) basic approaches to measuring brand equity Identify the steps in implementing a brand

TUTORIAL (PRODUCT & BRAND MANAGEMENT)

  1. Define customer-based brand equity
  2. Explain TWO (2) basic approaches to measuring brand equity
  3. Identify the steps in implementing a brand equity management system.
  4. Explain brand audit. Outline the two main steps in conducting a brand audit.
  5. Interpret a tracking study.
  6. List FIVE (5) key measures can be used to capture the consumer mindset

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