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The sources of Russian Standard’s brand equity will be analyzed according to these five constituents.
Brand loyalty
Brand loyalty is “a strongly motivated and long standing decision to purchase a particular product service” (Dibb et al, 2001). The main source of Russian Standard’s brand loyalty is its brand name. The name directly demonstrates the Russian spirit and pride and conforms to the psychological requirement of Russians. Anyone who seeks Russian identity may generate brand loyalty.
Brand Awareness
Brand awareness leads to brand familiarity. The familiar brand would be viewed more reliable...
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