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Unformatted text preview: Perception Learning Attitudes Personality Social Family Reference Groups Status Culture Sub-Culture Branding Simple: words, letters, sounds, or symbols that identify various competitors' products. Complex: creation of an identity/persona that distinguishes your products in the minds of target customers in ways important to them. Types of Brands Manufacturer/National Brands Private/Store/Dealer Brands Brand ______ Brain Awareness Associations Image Experience Action Trial <Rejection> Preferences Loyalty Insistence Brand Equity Value of a Strong Brand For manufacturers/marketers For consumers Nike introduces sports nutrition supplements and beverages Who would carry them? Buy them?...
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- Fall '08