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2a) Critically discuss which kinds of entities a brand can be linked to in order to create strong, unique and favorable secondary brand associations. (30

2a) Critically discuss which kinds of entities a brand can be linked to in order to

create strong, unique and favorable secondary brand associations. (30 marks)

2b) In particular, evaluate the advantages and disadvantages of celebrity

endorsement. Illustrate your answer with examples. (20 marks)

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