| A | B |
|---|
| names and logos only | one of the biggest misconceptions about brands is that they are... |
| brand | Built on all the associations and experiences consumers have... |
| rational or emotional | brands appeal to consumers on both of these levels... |
| brand identity | the name, logo, and possibly a brand character work together to represent the brand. |
| short and memorable | whenever possible, an effective brand name should always be... |
| values and characteristics | foundation of a brand. |
| purpose of brand cues | to remind customers of a brand's values and qualities. |
| personality | what a brand is and stands for, as well as how it behaves and the qualities it projects, are embodied in its... |
| customer touch points | opportunities businesses and products have to interact with customers. |
| Opportunity to reinforce brand | why businesses should cultivate their touch points. |
| customer perceptions associations | while brands are often associated with large, well-small businesses/services are also brands because... |
| brand insistence | meet or exceed customer expectations on a consistent basis |
| loyalty | what consumers develop feelings toward brands in terms of various levels of awareness and preference. This is referred to as... |
| Customers bypass other brands because they are brand loyal | why do businesses want customers to demonstrate brand insistence |
| Accumulate positive feelings | the role customers play in the development of brand equity |
| types of brands | corporate and product brands, distributor, and generic are all... |
| Builds customer loyalty | why are so many retailers anxious to offer private, or distributor, brands. |
| generic brands | pharmacueticals, packaged foods, and vitamins that are sold more inexpensively in plain packaging are... |
| brand strategy | brand example is an example of this. |
| complementary | co-branding works best when two brands are... |
| foreign customs | launching a brand in other countries requires extensive research into... |
| Less loyalty | introducing a brand on the internet can be difficult because... |
| Values | why must all businesses incorporate thMust incorporate these into every aspect of their operations. |
| Consumers as Drivers | ideally, they demonstrate brand values to customers in everything they do |
| YOU | the values and qualities that an individual projects |
