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The presented brand is the company’s controlled communication of its identity through advertisement while the external brand communication refers to the information customers absorb about the company that essentially is uncontrolled by the company. These factors, combined with the customer’s experience, lead to increased brand awareness and brand meaning. Brand meaning refers to the customer’s dominant perceptions of the brand and hence differs from awareness. Both these factors put together lead to development of brand equity. In services marketing, unlike in product marketing, it is the customer’s experience that plays a very important role and even if his services experience differs from the advertising message, he will go more by his experience...
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