Question: Using a B2B example of your choice, discuss and apply the Customer-based brand equity (CBBE) Pyramid. Additionally, include a brief discussion of perceptual mapping and

Using a B2B example of your choice, discuss and apply the

Using a B2B example of your choice, discuss and apply the Customer-based brand equity (CBBE) Pyramid. Additionally, include a brief discussion of perceptual mapping and positioning strategy. (Part A) Assume that you are a B2B marketing consultant, specializing in product strategy. What are the key issues/challenges in managing a B2B brand? What are some of the major product policy decisions confronting B2B marketers? (Part B)

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