MKT404 MODULE 1 Discussions Thread Question

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Read Aaker, D.A., and Erich Joachimsthaler (2000). The brand relationship spectrum. California Management Review, 42:4(Summer):8-23. Available on November 21, 2013, at http://www.iuc-edu.eu/group/sem1_L3/2013%20DNPBM/Lecture%2012%20Brand%20Relationship%20Spectrum.pdf

  • Think of a brand that you have been using for a while and perhaps developed a relationship with. Can you identify how the brand is specifically communicating with you? (Consider timing, media, and message content.)
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