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1. Tide is popular consumer brands in the world. However, they are facing increased competition in the laundry detergent market and Tide is concerned that its brand image might not be as strong compared to previous years. From a strategic marketing perspective, Tide needs to make some changes to stay competitive.
a. How can Tide utilize descriptive research techniques to assess their brand image? What are the advantages and disadvantages of the descriptive research techniques you recommend?
b. How can Tide use these techniques to test potential marketing strategies?