new product marketing unit 5 short answer

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Chapter 2 discussed brand personalities, with brands almost taking on human-like characteristics. In Chapter 9, Jennifer Aaker discusses her brand personality scale also known as the Aaker Brand Personlaity Scale, which includes sincerity, excitement, competence, sophistication, and ruggedness. Select a product category, and profile the leading brand personalities in that category using Aaker’s scale.

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