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If Professor Kosiba surgically removed the amygdala of a laboratory rat,the rat would most likely become
Brand Capabilities
The skills, resources, and strengths that enable a brand to achieve its goals and perform effectively.
Brand Meaning
The underlying value, message, and associations that consumers attribute to a brand, beyond its physical products or services.
Brand Equity
The value and strength of a brand, measured by recognition, loyalty, and positive perceptions among consumers.
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