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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
Service Branding and Positioning 251
Brand equity represents
value of the brand in the
market and is the  nan-
cial and psychological
value of the company.
Brands with a strong
brand equity command
premium prices, capture
and maintain market
share, support new line
extensions and attract
investors.
key aspects of the brand proposition and reinforcement of organization
behaviours and processes which deliver superior customer value.  e
top management should exhibit commitment to the brand values and
proactivity in communicating such values.
BRAND EQUITY
Brand equity represents the value of the brand in the market.  is value is
an outcome of several variables and behavioural attributes of consumers. It
may be consumer responses to brand attribut ...
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Publisher Resources

ISBN: 9781306254410