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Le capital marquea. c'est la valeur du goodwillb. est la capacité de reconnaitre et se souvenir des attributs d'une marquec. c'est la valeur ajoutée par le nom d'une marque et récompensée par le marché sous la forme de profits accrus ou de parts de marché plus élevées...d. repose sur la différence provoquée par la connaissance de la marque dans la manière dont les consommateurs réagissent au produit et à son marketing

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