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Brand Concept Maps: A Methodology For Identifying Brand ... Brand’s Equity Can Be Leveraged In The Marketplace (Aaker 1996). Ideally, Firms Should Be Able To Measure This Network Of Brand Associations To Obtain A Brand Map, Such As The One For McDonald’s In Figure 1. This Map Not Only Identifies Important Brand Associations But Also Conveys How These Associatio Jan 1th, 2024
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