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Brand Equity and Customer Equity

What is brand equity and customer equity?
Discuss the advantages and disadvantages of each.
Discuss why the marketers prefer customer equity?

Solution Preview

Brand equity is hard to define to an exact point, because experts disagree on all of the variables that constitute brand equity. Basically, brand equity is the value that a brand holds, with consumers. Famous examples of brand equity include Nike shoes and Harley Davidson motorcycles. When someone wants to purchase a motorcycle, there generally isn't anyone around that hasn't heard of Harley Davidson, because of ...

Solution Summary

What is brand equity and customer equity?
Discuss the advantages and disadvantages of each.
Discuss why the marketers prefer customer equity?

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