Critique the customer-based brand equity. What meanings are strong and dominant? Which are unique from competition? Which are positive and negative? Do meanings resonate with target market?
Brand exploratory for McDonald’s
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· Level of brand awareness
· Assessment of Brand associations (based upon each level of Customer-Based Brand Equity Pyramid, see ppt): Critique the customer-based brand equity. What meanings are strong and dominant? Which are unique from competition? Which are positive and negative? Do meanings resonate with target market?
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