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AJIT THATTE
ROLE OF BRANDS
Brand also offers the firm legal protection for unique features or
other aspects of the product
Brand provides intellectual property rights
Brand loyalty can result in repeat sales and higher price
SCOPE OF BRANDING
Relevance
Esteem
Knowledge
Differentiation and relevance combine to determine brand strength.
Esteem and knowledge together create brand stature, which is more
of a report card on performance
AAKER MODEL
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BRANDZ
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