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Mosaic Brands Ltd (formerly Noni B Limited) is a large specialty fashion retailer group in Australia. Rivers is one of their brands. You have just

Mosaic Brands Ltd (formerly Noni B Limited) is a large specialty fashion retailer group in Australia. Rivers is one of their brands.

You have just been recruited to join Rivers as their Marketing Effectiveness Manager congratulations!

You have been asked by your CEO to design a process to identify the brand equity of Rivers.

a) What is brand equity?

b) What is your response to the Manager?

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