The Role of Brand Equity in Marketing Strategies Development in the Context of The National Palace Museum

Student: Chen Qiuyue

Supervisor: Sergey P. Kazakov

Educational Programme: Marketing (Master)

Year of Graduation: 2020

Purpose of the study is to indicate the importance of brand equity model on consumer perceptions of a brand and to find out the strengths and weaknesses of brand and marketing based on the measurement of brand equity thus propose corresponding suggestions for the Palace Museum to improve their products, and service as well as adjust their marketing strategies.

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