Using a table similar to the one shown below, rate one of the brands in your team’s portfolio on all ten traits using the guidelines found in the article: Keller, Kevin Lane (2000), The Brand Report CardPreview the documentView in a new window Harvard Business Review, Jan-Feb, 3-10. Sum the ratings across all ten traits to arrive at an overall score for the brand.
My picked brand is "Run" that was launched in period 4 on Markstrat to target families under Nutrites. All information will be available on the Markstrat website.
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