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Chap 1 suggestion

1) What is service? Define service marketing


Service and Service Marketing

Service is an intangible economic activity that is offered by one party to


another. It is typically time-based and aims to provide desired results to
the recipient. Unlike products, services cannot be physically touched or
possessed.

Service marketing is the process of promoting and selling services.

It involves understanding customer needs and preferences, developing


effective marketing strategies, and delivering high-quality service
experiences.

2) Describe service marketing sectors with examples


Service Marketing Sectors

Service marketing encompasses a wide range of industries and sectors.


Here are some prominent examples:

1. Healthcare:

 Hospitals and clinics: Offering medical treatments, diagnostics,


and surgeries.
 Pharmacies: Providing prescription drugs and over-the-counter
medications.
 Dental practices: Offering dental care, including checkups,
cleanings, and restorations.
 Veterinary clinics: Providing healthcare services for animals.

2. Financial Services:

 Banks: Offering savings accounts, loans, investments, and other


financial products.
 Insurance companies: Providing various types of insurance
coverage, such as life, health, and property insurance.
 Investment firms: Offering investment advice and managing
investment portfolios.
 Accounting firms: Providing accounting, auditing, and tax
services.
3. Transportation:

 Airlines: Offering passenger and cargo transportation services.


 Railroads: Providing passenger and freight transportation
services.
 Bus companies: Offering passenger transportation services.
 Taxi and ride-sharing services: Providing on-demand
transportation services.

4. Hospitality:

 Hotels and resorts: Offering lodging, dining, and other amenities.


 Restaurants: Offering food and beverage services.
 Tour operators: Organizing tours and travel packages.
 Event planners: Organizing conferences, meetings, and other
events.

5. Education:

 Schools and universities: Offering educational programs and


degrees.
 Tutoring services: Providing personalized academic assistance.
 Online learning platforms: Offering online courses and
educational content.
 Language schools: Offering language courses and training.

6. Professional Services:

 Law firms: Providing legal advice and representation.


 Consulting firms: Offering strategic advice and problem-solving
services.
 Advertising agencies: Providing advertising and marketing
services.
 Public relations firms: Providing public relations and media
relations services.

7. Technology Services:

 Software development firms: Developing software applications


and systems.
 IT consulting firms: Providing IT consulting and support services.
 Cloud computing providers: Offering cloud-based services, such
as storage and computing power.
 Cybersecurity firms: Providing cybersecurity services to protect
against cyber threats.

3) Characteristics of service marketing

Characteristics of Service Marketing

Service marketing differs significantly from product marketing due to the


unique characteristics of services. These characteristics include:

1. Intangibility:

 Cannot be seen, touched, or tasted before purchase.


 Requires effective communication and branding to convey
value.
 Relies on reputation, testimonials, and word-of-mouth.

2. Inseparability:

 Production and consumption occur simultaneously.


 Quality of service depends on the interaction between service
provider and customer.
 Requires well-trained and customer-oriented employees.

3. Perishability:

 Services cannot be stored for later consumption.


 Demand management is crucial to avoid overcapacity or
underutilization.
 Requires flexible pricing strategies and effective promotions.

4. Variability:

 Quality of service can vary depending on who provides it,


when, where, and how.
 Requires standardization and quality control measures.
 Involves training employees to deliver consistent service.

5. Ownership:

 Customers do not own services.


 They have the right to use or benefit from them.
 Requires clear communication of the terms and conditions of
service.

4) Why service marketing is important?

Service marketing is crucial for businesses operating in the service


sector due to several reasons:

1. Increasing Competition: In today's competitive landscape,


businesses must differentiate themselves based on the quality of
their services. Effective service marketing can help businesses
stand out and attract customers.
2. Customer Satisfaction: Satisfied customers are more likely to
become loyal customers and recommend a business to others.
Service marketing plays a vital role in creating positive customer
experiences and building customer loyalty.
3. Revenue Generation: Services can be a significant source of
revenue for many businesses. Effective service marketing can help
businesses increase their market share and generate higher sales.
4. Building Brand Reputation: A strong brand reputation is
essential for long-term success. Service marketing can help
businesses build a positive brand image and establish trust with
customers.
5. Customer Retention: Retaining existing customers is often less
expensive than acquiring new ones. Service marketing can help
businesses build relationships with customers and encourage
repeat business.
6. Differentiation: In many industries, products can be similar.
Service marketing can help businesses differentiate themselves
based on the quality of their service offerings.
7. Economic Growth: The service sector is a major contributor to
the economy. Effective service marketing can help drive economic
growth and job creation.

5) What are the types of service marketing?

Types of Service Marketing

Service marketing can be broadly categorized into two main types:


1. Internal Marketing:

 Focuses on marketing the service to employees.


 Aims to create a positive work environment and motivate
employees to provide excellent service.
 Involves training, communication, and recognition programs.

2. External Marketing:

 Focuses on marketing the service to customers.


 Involves promoting the service's benefits and value
proposition.
 Includes advertising, public relations, sales promotions, and
customer service.

Within external marketing, there are several specific strategies:

 Relationship Marketing: Building long-term relationships with


customers through personalized service and loyalty programs.
 Experiential Marketing: Creating memorable experiences for
customers through events, interactive campaigns, or unique
offerings.
 Interactive Marketing: Engaging customers through two-way
communication channels, such as social media and online
communities.
 Service Dominant Logic: Focusing on the value co-created
between the service provider and the customer.

6) Explain service marketing mix?

The Service Marketing Mix (7Ps)

The service marketing mix, often referred to as the 7Ps, is a framework


used to develop and implement effective marketing strategies for
services. It expands upon the traditional 4Ps of marketing (Product,
Price, Place, Promotion) to account for the unique characteristics of
services.

1. Product:

 Core service: The primary benefit or service provided.


 Additional services: Complementary or supplementary services
that enhance the core service.
 Branding: Creating a strong and recognizable brand identity.

2. Price:

 Pricing strategies: Determining the appropriate price for the


service.
 Cost-plus pricing: Setting the price based on the cost of
providing the service.
 Value-based pricing: Setting the price based on the perceived
value of the service to the customer.

3. Place:

 Distribution channels: The channels through which the service is


delivered.
 Accessibility: Ensuring the service is easily accessible to
customers.
 Convenience: Making it easy for customers to purchase and use
the service.

4. Promotion:

 Advertising: Promoting the service through various media


channels.
 Public relations: Managing the company's public image and
building relationships with stakeholders.
 Sales promotions: Offering incentives or discounts to encourage
purchases.

5. People:

 Employees: The individuals who deliver the service.


 Training: Ensuring employees have the necessary skills and
knowledge.
 Customer service: Providing excellent customer service and
support.

6. Process:

 Service delivery process: The steps involved in delivering the


service.
 Efficiency: Ensuring the process is efficient and streamlined.
 Quality: Maintaining high standards of quality throughout the
process.
7. Physical Evidence:

 Tangible cues: Physical elements that represent the service.


 Atmosphere: The physical environment where the service is
delivered.
 Signage: Visual elements that help customers navigate and
identify the service.

7) Describe GAPs model with diagram

The GAPs Model

The GAPs model is a framework used to analyze the differences


between customer expectations and the actual service delivered. It helps
identify areas where service quality can be improved. The model
consists of five gaps:

1. Knowledge Gap:

 Occurs when there is a mismatch between customer


expectations and management's perception of those
expectations.
 Reasons: Lack of market research, inadequate communication, or
outdated information.

2. Standard Gap:

 Occurs when there is a difference between management's


perception of customer expectations and the development of
service quality specifications.
 Reasons: Inadequate performance standards, unrealistic
expectations, or lack of resources.

3. Delivery Gap:

 Occurs when there is a difference between the service quality


specifications and the actual service delivery.
 Reasons: Poor employee training, inadequate equipment, or
breakdowns in communication.

4. Communication Gap:

 Occurs when there is a difference between the actual service


delivered and what is communicated to customers.
 Reasons: Exaggerated promises, misleading advertising, or poor
communication channels.

5. Perception Gap:

 Occurs when there is a difference between what customers


perceive they received and the actual service delivered.
 Reasons: Customer expectations not met, negative word-of-
mouth, or poor customer service experiences.

Chap 2 suggestion

1) What is customer expectation

Customer expectations are the beliefs, desires, and needs that


customers have regarding a product or service. They are influenced by
various factors, including past experiences, word-of-mouth, advertising,
and industry standards.

Key components of customer expectations:

 Functional expectations: These relate to the product or service's


performance and ability to meet specific needs. For example, a
customer might expect a car to start reliably, have good fuel
efficiency, and provide a comfortable ride.
 Social expectations: These relate to the social and psychological
benefits that customers derive from using a product or service. For
example, a customer might expect a luxury car to enhance their
social status or a restaurant to provide a pleasant dining
experience.
 General expectations: These are based on general industry
standards and customer experiences with similar products or
services. For example, a customer might expect good customer
service from a retail store or a timely response from a company's
customer support team.

2) Why customer expectations are important

Customer expectations are crucial for businesses for several


reasons:

1. Driving Customer Satisfaction: Meeting or exceeding customer


expectations is essential for ensuring customer satisfaction.
Satisfied customers are more likely to become loyal customers,
recommend the business to others, and return for repeat business.
2. Building Customer Loyalty: Loyal customers are valuable assets
to a business. They are less likely to switch to competitors and can
generate consistent revenue. By understanding and meeting
customer expectations, businesses can build strong relationships
with customers and foster loyalty.
3. Improving Customer Retention: Retaining existing customers is
often less expensive than acquiring new ones. By meeting
customer expectations, businesses can reduce customer churn
and improve customer retention rates.
4. Differentiating from Competitors: In today's competitive
marketplace, businesses must differentiate themselves from
competitors. Understanding and meeting customer expectations
can help businesses stand out and offer unique value propositions.
5. Enhancing Brand Reputation: A positive customer experience
can contribute to a strong brand reputation. Satisfied customers
are more likely to speak positively about a business, leading to
increased brand awareness and trust.
6. Driving Sales and Revenue: Customers who are satisfied with
their experiences are more likely to make repeat purchases and
recommend the business to others. This can lead to increased
sales and revenue.
7. Identifying Areas for Improvement: By understanding customer
expectations, businesses can identify areas where they can
improve their products, services, or processes. This can help
businesses stay competitive and continuously enhance their
offerings.
3) Types of customer expectation

Types of Customer Expectations

Customer expectations can be categorized into several types:

1. Functional Expectations:

 Relate to the product or service's performance and ability to meet


specific needs.
 Examples: A car should start reliably, a restaurant should serve
hot food, and a hotel room should be clean.

2. Social Expectations:

 Relate to the social and psychological benefits that customers


derive from using a product or service.
 Examples: A luxury car should enhance social status, a restaurant
should provide a pleasant dining experience, and a gym should
offer a sense of community.

3. General Expectations:

 Based on general industry standards and customer experiences


with similar products or services.
 Examples: Good customer service, timely delivery, and clear
communication.

4. Personal Expectations:

 Based on individual preferences, needs, and values.


 Examples: A customer may have a preference for a specific brand,
a desire for eco-friendly products, or a need for customization.

5. Explicit Expectations:

 Directly communicated to the business by customers.


 Examples: Requests for specific features, complaints, or
suggestions.

6. Implicit Expectations:

 Not explicitly stated but assumed by customers based on their


experiences and knowledge.
 Examples: Expecting a restaurant to have a clean restroom or a
hotel to provide toiletries.

4) Define consumer decision making process

Consumer Decision-Making Process

The consumer decision-making process is a series of steps that


consumers go through when making a purchase decision. It typically
involves the following stages:

1. Problem Recognition:

 Consumers become aware of a need or want that requires a


solution.
 This can be triggered by internal factors (e.g., hunger, thirst) or
external factors (e.g., advertising, social media).

2. Information Search:

 Consumers seek information about potential solutions to their


problem.
 This can involve internal search (recalling past experiences) or
external search (consulting friends, family, reviews, or
advertisements).

3. Evaluation of Alternatives:

 Consumers evaluate the various options available to them based


on their needs, preferences, and budget.
 They consider factors such as price, quality, features, and brand
reputation.

4. Purchase Decision:

 Consumers make a decision to purchase a particular product or


service.
 This may involve choosing a specific brand, model, or retailer.

5. Post-Purchase Evaluation:

 Consumers assess their satisfaction with the purchase decision.


 They compare the actual performance of the product or service to
their expectations.
5) Describe the 5 types of consumer decision making process

The consumer decision-making process can be categorized into five


main types:

1. Extensive Decision Making:

 Occurs when consumers face a high level of involvement and


uncertainty.
 Requires extensive information search and evaluation of
alternatives.
 Typically involves high-involvement purchases, such as cars,
houses, or major appliances.

2. Limited Decision Making:

 Occurs when consumers have moderate levels of involvement and


uncertainty.
 Involves some information search and evaluation, but not as
extensive as extensive decision making.
 Typically involves moderately priced products, such as clothing,
electronics, or vacations.

3. Routine Decision Making:

 Occurs when consumers have low levels of involvement and


uncertainty.
 Involves little or no information search or evaluation.
 Typically involves low-priced, frequently purchased products, such
as groceries, toiletries, or gasoline.

4. Habitual Decision Making:

 Occurs when consumers automatically choose a particular brand


or product without much thought.
 Based on past experiences, habits, or loyalty.
 Typically involves low-involvement products that are frequently
purchased.

5. Impulse Decision Making:


 Occurs when consumers make unplanned purchases, often
influenced by in-store factors such as promotions, displays, or the
impulse to treat themselves.
 Typically involves low-involvement products that are relatively
inexpensive.

Chap 3 suggestion

1) What are the elements of communication

Elements of Communication

Communication is the process of conveying information from one person


to another. It involves several key elements:

1. Sender: The person or entity that initiates the communication.


2. Message: The information being conveyed.
3. Channel: The medium through which the message is transmitted
(e.g., verbal, written, nonverbal).
4. Receiver: The person or entity that receives the message.
5. Feedback: The response or reaction of the receiver to the
message.
6. Noise: Any interference or disturbance that can hinder effective
communication.

2) What is personal selling, branding , digital communication


Personal selling, branding, and digital communication are all related to
marketing and sales, but they have different meanings:
 Personal selling
A marketing technique where a salesperson directly interacts with
potential customers to persuade them to buy a product or
service. Personal selling can be done in person, over the phone, or via
video call. It's often used for complex products or services, and can be
effective for high-end products and repeat sales.
 Branding
The process of creating a distinct identity for a business in the minds of
the target audience. Branding includes a company's name, logo, visual
identity, mission, values, and tone of voice.
 Digital communication
The electronic exchange of information, data, or messages. It can take
many forms, such as sending an email, texting, or posting on social
media. Organizations use digital communication to connect with
customers, employees, and other stakeholders through their website,
mobile chat, and blogs.

3) Define crisis communication

Crisis communication is the strategic process of managing


communication during a crisis or emergency situation. It involves
developing and implementing effective messaging strategies to protect a
company's reputation, maintain stakeholder trust, and mitigate the
negative impact of the crisis.

Key components of crisis communication:

 Crisis preparedness: Developing a plan in advance to address


potential crises, including identifying key stakeholders, designating
communication roles, and creating messaging guidelines.
 Crisis response: Quickly and effectively responding to a crisis by
providing accurate and timely information to stakeholders.
 Crisis recovery: Taking steps to restore the company's reputation
and rebuild trust after a crisis.

4) What is emotional appeal

Emotional appeal is a persuasive technique that aims to evoke


emotions in the audience, influencing their thoughts, feelings, and
behaviors. It relies on tapping into the audience's emotional responses
to create a connection and drive action.

Common emotions used in emotional appeals include:

 Fear: Creating a sense of urgency or danger to motivate action.


 Happiness: Evoking positive feelings and associations with the
product or service.
 Sadness: Appealing to sympathy or compassion.
 Anger: Inspiring a sense of injustice or outrage.
 Love: Tapping into feelings of affection or connection.
 Hope: Offering a sense of optimism or possibility.
Effective emotional appeals:

 Relate to the audience's experiences: Connect with the


audience's personal lives and values.
 Use vivid imagery and storytelling: Paint a picture in the
audience's mind to evoke strong emotions.
 Be genuine and authentic: Avoid manipulation and ensure the
emotional appeal is sincere.
 Consider cultural nuances: Be mindful of cultural differences and
sensitivities.

5) Define service communication

Service communication is the process of exchanging information


between a service provider and a customer to ensure effective delivery
and satisfaction. It involves various channels and techniques to convey
information, address inquiries, and resolve issues.

Key aspects of service communication:

 Customer-centric approach: Focusing on the customer's needs


and preferences.
 Clear and concise messaging: Using language that is easy to
understand and avoids jargon.
 Active listening: Paying attention to the customer's concerns and
providing appropriate responses.
 Empathy and understanding: Showing compassion and
understanding for the customer's situation.
 Timely and effective responses: Addressing customer inquiries
and concerns promptly and efficiently.
 Consistent messaging: Ensuring that all communication
channels convey the same message.
 Feedback and evaluation: Gathering feedback from customers to
improve communication and service quality.

6) What are the roles of marketing communication

Marketing communication plays a crucial role in promoting a brand,


product, or service and influencing consumer behavior. It involves
various channels and techniques to convey messages and build
relationships with target audiences. Here are some of the key roles of
marketing communication:

1. Brand Awareness and Recognition:

 Creating awareness of a brand, product, or service among target


audiences.
 Building brand recognition and recall.
 Establishing a positive brand image and reputation.

2. Persuasion and Influence:

 Convincing consumers to purchase a product or service.


 Persuading consumers to choose a particular brand over
competitors.
 Influencing consumer attitudes, beliefs, and behaviors.

3. Information and Education:

 Providing information about a product or service.


 Educating consumers about features, benefits, and usage.
 Addressing consumer questions and concerns.

4. Relationship Building:

 Fostering relationships with customers, partners, and other


stakeholders.
 Building trust and loyalty.
 Encouraging repeat business and referrals.

5. Customer Engagement:

 Creating opportunities for interaction with customers.


 Encouraging customer feedback and participation.
 Building a community around the brand.

6. Sales Generation:

 Directly driving sales and revenue.


 Supporting sales efforts through effective marketing campaigns.

7. Competitive Advantage:

 Differentiating a brand from competitors.


 Positioning a brand in the market to appeal to target audiences.
8. Crisis Management:

 Managing communication during a crisis or emergency.


 Protecting the brand's reputation and rebuilding trust.

9. Public Relations:

 Building and maintaining positive relationships with the media,


government, and other stakeholders.
 Managing the company's public image.

10. Customer Retention:

 Encouraging customer loyalty and repeat business.


 Providing ongoing value and support to customers.

7) How messages are communicated through service delivery


channels?

Service delivery channels are the methods through which a service is


delivered to customers. Effective communication through these channels
is essential for ensuring customer satisfaction and building strong
relationships. Here's how messages are typically communicated through
service delivery channels:

1. In-person:

 Face-to-face interactions: Direct communication between service


providers and customers allows for immediate feedback and
personalized service.
 Demonstrations: Service providers can visually demonstrate the
benefits and features of the service.
 Personal assistance: Customers can receive personalized
guidance and support.

2. Phone:

 Customer service representatives: Trained professionals can


handle customer inquiries, provide information, and resolve issues.
 Call centers: Centralized locations that handle a high volume of
calls.
 IVR (Interactive Voice Response): Automated systems that can
guide customers through menus and provide information.

3. Email:

 Customer support emails: Customers can send inquiries or


complaints directly to the company.
 Marketing emails: Businesses can send promotional messages,
updates, and newsletters.
 Automated responses: Companies can set up automated
responses to common inquiries.

4. Chat:

 Live chat: Customers can chat with a customer service


representative in real-time.
 Chatbots: AI-powered systems that can handle simple inquiries
and provide basic information.

5. Social Media:

 Customer service on social media: Companies can respond to


customer inquiries and comments on social media platforms.
 Community building: Businesses can create online communities
to engage with customers and build relationships.

6. Mobile Apps:

 In-app messaging: Customers can communicate with the


company directly through a mobile app.
 Push notifications: Businesses can send targeted messages to
customers.

7. Self-Service:

 Online portals: Customers can access information and self-serve


options.
 FAQs: Frequently asked questions can be provided to help
customers find answers.
 Knowledge bases: Online resources that provide information and
support.

8) What are the challanges of service communication?


Challenges of Service Communication

Effective service communication can be challenging due to several


factors:

1. Intangibility of Services:

 Difficulty in demonstrating benefits: Since services are


intangible, it can be difficult to convey their value and benefits to
customers.
 Lack of physical evidence: Customers cannot examine a service
before purchase, making it harder to evaluate its quality.

2. Simultaneous Production and Consumption:

 Difficulty in ensuring consistent quality: The quality of service


can vary depending on who provides it and when, where, and how
it is provided.
 Limited control over customer experiences: Service providers
have less control over the customer's experience compared to
product-based businesses.

3. Perishability of Services:

 Difficulty in managing demand: Services cannot be stored for


later use, making it challenging to balance supply and demand.
 Limited opportunities for refunds or returns: Once a service is
delivered, it is difficult to offer refunds or returns.

4. Heterogeneity of Services:

 Difficulty in standardizing quality: Services can vary widely in


terms of quality and consistency.
 Need for training and standardization: Service providers need
to be well-trained and follow standardized procedures to ensure
consistent quality.

5. Customer Expectations:

 Varying expectations: Customers have different expectations


based on their experiences, needs, and preferences.
 Difficulty in meeting all expectations: It can be challenging to
meet the expectations of all customers, especially when they have
conflicting demands.
6. Cultural Differences:

 Language barriers: Communicating effectively across different


cultures can be challenging due to language barriers.
 Cultural nuances: Understanding and respecting cultural
differences is essential for effective communication.

7. Technological Challenges:

 Technical difficulties: Issues with technology, such as poor


internet connectivity or system failures, can hinder communication.
 Privacy concerns: Protecting customer data and ensuring privacy
is crucial in the digital age.

9) Describe the major 5 approaches to overcome service


communication channels?

Overcoming Challenges in Service Communication Channels

Effective service communication is crucial for building strong customer


relationships and ensuring satisfaction. To overcome the challenges
associated with service communication channels, consider these five
major approaches:

1. Customer-Centric Approach:

 Focus on customer needs: Prioritize understanding and


addressing customer needs and preferences.
 Personalized communication: Tailor communication to individual
customers based on their specific requirements.
 Active listening: Pay close attention to customer concerns and
provide appropriate responses.

2. Employee Training and Empowerment:

 Comprehensive training: Ensure employees have the necessary


skills and knowledge to handle customer inquiries effectively.
 Empowerment: Give employees the authority and resources to
resolve customer issues promptly.
 Customer-focused culture: Foster a company culture that values
customer satisfaction and prioritizes their needs.
3. Technology Integration:

 Leverage technology: Utilize technology to improve


communication efficiency and effectiveness.
 Customer relationship management (CRM) systems:
Implement CRM software to track customer interactions and
preferences.
 Omnichannel communication: Ensure seamless communication
across various channels, such as email, phone, and social media.

4. Consistent Messaging:

 Clear and concise communication: Use clear and concise


language that is easy to understand.
 Consistent branding: Maintain a consistent brand message
across all communication channels.
 Centralized messaging: Ensure all communication efforts are
coordinated and aligned.

5. Continuous Improvement:

 Feedback and evaluation: Gather feedback from customers to


identify areas for improvement.
 Customer satisfaction surveys: Regularly conduct surveys to
measure customer satisfaction and identify trends.
 Ongoing training: Provide ongoing training and development
opportunities for employees.

10) Describe service branding model

Service Branding Model

A service branding model is a framework that outlines the key elements


and strategies involved in building a strong and recognizable brand for a
service-based business. It helps to differentiate a service from
competitors, create customer loyalty, and enhance the overall customer
experience.

Key components of a service branding model:


1. Brand Identity:

 Brand name: A memorable and distinctive name that reflects the


brand's personality and values.
 Brand logo: A visual symbol that represents the brand and is
easily recognizable.
 Brand tagline: A short and memorable phrase that captures the
essence of the brand.

2. Brand Positioning:

 Unique selling proposition (USP): The distinctive feature or


benefit that sets the brand apart from competitors.
 Target market: The specific group of customers that the brand
aims to reach.
 Brand personality: The human characteristics or attributes
associated with the brand.

3. Brand Experience:

 Customer journey: The steps that customers go through when


interacting with the brand.
 Service delivery: The quality and consistency of the service
provided.
 Customer interactions: The way customers interact with the
brand's employees and representatives.

4. Brand Communication:

 Marketing messages: The messages that the brand


communicates to its target audience.
 Communication channels: The channels through which the
brand communicates, such as advertising, public relations, social
media, and customer service.
 Brand consistency: Ensuring that all communication efforts are
consistent with the brand's identity and messaging.

5. Brand Evaluation:

 Brand equity: The value that the brand holds in the minds of
customers.
 Brand awareness: The level of recognition and familiarity with the
brand.
 Customer satisfaction: The extent to which customers are
satisfied with the brand's products or services.

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