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Discuss various bases for segmenting consumer markets. Give examples.

To be effectively branded it is essential that products and services be differentiated. Discuss various ways products and services can be effectively differentiated and how they can be leveraged to build brand equity. Give examples.

Product position is the distinctive image a product occupies in the mind of the target market. Discuss various ways companies could position their brands with reference to competing brands. Give examples.

What is brand equity? Discuss various ways brand equity can be measured. Give examples.

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