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A marketing manager for P&G North America wants to calculate the Moran Brand Equity index for the Tide

brand. 

Tide sales originate from three Geographic segments.  10% of sales are in Canada with a 60% share of the market, 80% of sales are in the United States with a 75% share of the market, and 10% of sales are in Mexico with a 40% share of the market.  The average price of tide in all 3 geographic segments is $5.00 compared to average of $4.00 for comparable brands. 80% of all customers intend to repurchase Tide next year.    

Calculate the Brand Equity Index (Moran) for Tide 

 

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