LS0584: (a) What is the relationship between Brand loyalty and brand equity? What role do concepts play in the development of marketing strategies

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Question: (a) What is the relationship between Brand loyalty and brand equity? What role do concepts play in the development of marketing strategies?

(b) Sony is introducing a new 27-
inch TV with a picture-in-picture feature. How should the company position and advertise the product to (i) Generation-X Consumers (ii) Affluent’ baby boomers.


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