What is brand equity? Identity the sources of brand equity.

Brand Equity: Brand equity is the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself. Brand equity describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can Read More

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What is advertising? Explain the features and purposes of advertising.

Answer: Advertising is any paid form of non personal presentation & promotion of ideas, goods & services by an identified sponsor. – American Marketing Association. Advertising consists of non personal forms of communication conducted through paid media under clear sponsorship. – Philip Kotler Advertising is any form of public announcement intended to aid directly or Read More

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