CH09 - – – • 7 • perceptual mapping 8 9 • 1. –...

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5 : Recall : which brands can be retrieved from memory Top-of-the-mind awareness : the particular brand that is remembered first Recognition : identify familiar brands from a list 6 (Product image): (symbols) (Image analysis):
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Unformatted text preview: – – • 7 • perceptual mapping 8 9 • 1. – – – • 2. – – • 3. – – 10 • • • • • 11 • • • 12 13 14 15 1. : ( Knowledge gaps) 2. : ( Misperception) 3. 4. 5. 6. 16 • desired image...
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CH09 - – – • 7 • perceptual mapping 8 9 • 1. –...

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