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, - , , . , , .
, , . "", -. - .
- , . , , , - . 30 50 . , 50 - 75 . , 100 [L1].
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, (linguistic screening) - (, ). , - , , , , , . , , Fiat Regatta "", Fiat Uno "", Lada Nova ", ". , , - , Mazzoli, ( "").
, , 14 . , . [L4] , , , , . - . 95% , , , Z, V, F, S "", B, P, D, T. P, K , B G. , , , .
- , .
, Alpha Romeo Schighera - "". -, -, . " - , , [L5]".
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, , , , , . , , - . - , - Marks & Spencer, Sainsbury, Carrefour ( - Littlewoods)
, , - Mitsubishi, Yamaha, ABB, Siemens, GE, Philips. : Vichy, Pond's, Nivea, L'Oreal . .
. . - , "" . - , , , , .
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- - . , , .
, , . , Kodak IBM ValuePoint, , , . , . .
, - , . , , "" . , .
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, , , . - - -, , -, . , . , - , .
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"" (Brand Relevance) . , .
, (Brand Leverage) - , , . , , , " ".
(Brand Loyalty) - , . - : .
- (Brand Awareness). , . - . : (unaided awareness) - (aided or prompted awarenes) - .
[1] Computerworld, 10 1998
[2] Brand Institute Inc., . http://www.brandinst.com)
[3] , " ", - "" ISBN 5-88731-006-5.
[4] Lexicon Branding Inc.,http://www.lexicon-branding.com.
[5]" " 12 1997 " "
[6] The Brand Consultancy http://www.brandconsult.com)
[7]" " ,, . , 1995
[8] Brandconsult Inc. http://www.brandconsult.com.
[9]" ", , 3 1998 35(418).
[10]David A Aacker "Building Strong Brands" New York, The Free Press, 1996 ISBN 0-02-900151-X.
[11]David A Aacker "Building Strong Brands" New York, The Free Press, 1996 ISBN 0-02-900151-X.
12. . .
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