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Q: "Brands vary on the amount of power and value they have in the marketplace. A powerful brand has high Brand Equity"

Intro

"Brand equity is the marketing and financial value associated with a brand's strength in the market"
(Dibb and Simkin – pg 73)
Some of the factors that contribute to the creation of high brand equity are brand association, awareness, attractiveness to buyers and brand loyalty. For a company to see major success it must establish and sustain high brand equity. The preference in the marketplace for one particular brand is not simply a preference based on the cost, quality or style of its products. It is also influenced by the personality, reputation and image of the brand and how often and how well they are communicated. What experience is the brand promising or associating with? Who is endorsing the brand?
The sportswear market; it has some of the strongest and most valuable brands in the world. The CFO of Adidas, Dean Hawkins recently said,

"our......

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Approximate Word Count: 2722
Approximate Pages: 11 (250 words per double-spaced page)

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