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One of the ways to formulate the Markowitz model is to
Brand Awareness
The extent to which consumers are familiar with the distinctive qualities or image of a particular brand.
Category of Need
Pertains to the classification of consumer desires or requirements that drive their purchasing behavior.
Resonance
The extent to which a brand or message meaningfully connects with or impacts its audience or target market.
Brand Salience
Refers to the prominence or visibility of a brand in consumers' minds.
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