Chapter 9 further discusses brand equity and brand leverage. Xerox has strong brand equity because it has been a well-known and established brand for many years. a. According to the chapter, successful brand leverage requires that the original brand have a strong positive image and that the new product fit with the original product on at least one of what four dimensions? b. Which of these four dimensions does the business services solutions “product” fit with the original Xerox brand?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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Chapter 9 further discusses brand equity and brand
leverage. Xerox has strong brand equity because it has
been a well-known and established brand for many years.

a. According to the chapter, successful brand leverage
requires that the original brand have a strong positive
image and that the new product fit with the original
product on at least one of what four dimensions?
b. Which of these four dimensions does the business
services solutions “product” fit with the original
Xerox brand?

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