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|Brand Scorecard and Rival Comparison Presentation
Students will develop a brand scorecard assessing the brand value and equity of two rival brands competing in the same industry or market space. Specifically, students will create a brand comparison scorecard and assess the image, resonance, value, and equity of the rival brands selected. The following components and issues will be addressed: Brand Scorecard: Develop, apply, explain and present a brand scorecard incorporating the following criterion. Other criterion may be added.
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