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What meanings are strong and dominant which are unique from

Brand exploratory for McDonald's

· Level of brand awareness

· Assessment of Brand associations (based upon each level of Customer-Based Brand Equity Pyramid, see ppt): Critique the customer-based brand equity.

What meanings are strong and dominant? Which are unique from competition? Which are positive and negative? Do meanings resonate with target market?

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Marketing Research: What meanings are strong and dominant which are unique from

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