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Brand Turnaround by Karen Post

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The Source of Brand Equity

Brand equity stems from advocacy, admiration, and credibility forces, all of which might be summarized as a brand’s fan base and history. How much equity a brand has can be judged by the number of years a brand has been in the marketplace with a solid and honorable reputation, and these things:

Images The number of loyal fans, friends, and supporters a brand has

Images The level of their passion and conviction toward the brand

Images The volume ...

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