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Apply the categorization model to a product category other than beverages. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? Pick a brand. Describe its breadth and depth of awareness.Can you think of any negatively correlated attributes and benefits? Can you think of any other strategies to deal with negatively correlated attributes and benefits? Think of one of your favorite brands. Can you come up with a brand mantra to capture its positioning?

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Management Theories, Management Studies

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