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Preference advertisement is a promotional system in which marketer claims the superiority of their product or brand over competing product(s) or brand, directly or indirectly. Preference advertisement helps in comparing alternative brands on bases of features, price, and other distinctive information. Brand equity is the total worth of the brand. Brand equity can be measured in two different perspective i.e. cognitive psychology is the attribute perception that is related to the awarenessdoi:10.35940/ijitee.a4007.119119 fatcat:arhmyqru7bbmvo7wokjlk5ny4u