1 pick a brand employ projective techniques to attempt to, Ask an Expert

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1. Pick a brand. Employ projective techniques to attempt to identify sources of its brand equity. Which measures work best? Why?

2. Run an experiment to see whether you can replicate Mason Haire's instant coffee experiment (see Branding Brief 9-2). Do the same attributions still hold? If not, can you replace coffee with a brand combination from another product category that would produce pronounced differences?

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