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- what are the ways through which companies can ensure that their marketing mix supports the development and delivery of a consistent brand experience for their customers?how can the characteristics of a brand relate to a person (e.g., unique, consistent, and relevant and has an emotional connection with its customers).How should the organization differentiate its products? What are the product’s features, advantages, and benefits? Assess the extent to which the brand’s current positioning aligns with the product’s points of differentiation.