Examlex
Beth Williams is an exercise physiologist who serves as an expert consultant for Women's Walkers, Inc., a shoe company specializing in manufacturing walking shoes for women. Dr. Williams is paid an annual consulting fee along with additional fees for drafting reports and making media and public appearances for the company. Executive Woman , a national magazine, has asked Dr. Williams to serve as one of three experts on a panel that will evaluate the full market range of women's walking shoes. Dr. Williams will be paid a consulting fee by Executive Woman as well.
Brand Equity
is the value and strength a brand possesses, stemming from consumers' perceptions, recognition, and loyalty.
Category Extension
When a brand expands its existing product line into new categories to reach new markets or segments, leveraging its brand equity.
Resource Use
The manner in which resources are utilized and managed within a system, be it in business operations, environmental contexts, or economic activities.
Brand Capabilities
The skills, resources, and strengths that enable a brand to achieve its goals and perform effectively.
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