Why are evoked sets, inept sets and inert sets important to the marketing department?

Getting a company that is part of the inert set (known by the customer but not thought of as either positive or negative) or the inept set (thought of as negative by the customer) into one that is part of the evoked set (brands that are considered in a purchasing decision) is the goal of marketing departments. Turning a company that has a negative connotation into one that is positively regarded is what helps companies gain new customers.

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