What are the two components of brand knowledge?
I am not sure what brand knowledge means to be honest. I have never heard that term. However, a brand is an image, reputation, or symbol you create for your company that normally will reflect what your customers are attracted to.
Rolex has a brand image as timeless quality and excellence and attracts that type of buyer. So all their marketing is based on presenting that image. Once you determine the brand you want to portray you then begin marketing it.
