Define brand knowledge and explain its role in brand equity
What will be an ideal response?
Brand knowledge consists of all the thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand. When brands must create strong, favorable, unique brand associations with customers, they create positive customer-based brand equity. Then, when the brand is identified, customers react more favorably to the product and the way it is marketed.
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A minority percentage of large corporations in the Americas and Europe may keep the firm's recently retired CEO on the board after retirement since there is a greater likelihood of a conflict of interest and less objectivity
Indicate whether the statement is true or false
In ________ systems, controls are relatively loose and simple, and each subsidiary operates as a profit center
a. centralized b. undiffused c. decentralized d. concentrated