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In order to be useful, assessment techniques should be based on .
Brand Name
A name given by the maker to a product or range of products, especially a trademark.
Market Efficiency
A concept in financial economics that suggests that asset prices fully reflect all available information, meaning investors cannot consistently achieve higher returns on a risk-adjusted basis.
Advertising
A form of marketing communication used to promote or sell a product, service, or idea to potential customers.
Celebrity Advertising
A marketing strategy that uses the fame of a celebrity to promote products or services.
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