____________________ is a set of brand assets and liabilities linked to a brand, its name, and symbol that add to or subtract from the value provided by a product or service and/or to that firm's customers.
Fill in the blank(s) with correct word
Question 2A brand mantra is
A) a very short summary of the essence of the brand
B) is used to communicate the core values of the brand
C) helps employees understand the key meaning of the company's product
D) is crucial in the overall process of building a strong brand
E) all of the answer choices.
Question 3The main factor stimulating the megatrend of sustainability is
A) Intensified global competition for natural resources
B) Escalating public concern
C) Escalating government concern
D) Natural resource depletion
E) All of the answer choices.
Question 4The basic premise of his CBBE model is that the power of a brand lies in
A) What consumers have learned, felt, seen, and heard about the brand over time
B) The market share it commands
C) How the decision maker perceives the ultimate value of the item
D) All of the answer choices.
Question 5In the technology adoption life cycle, the main goal of the ____ stage is to develop value-based strategies targeted to particular end user segments.
A) chasm
B) tornado
C) bowling alley
D) main street
E) end of life
Question 6In the technology adoption life cycle, the stage that represents a period of aftermarket development where supply exceeds demand is called:
A) the chasm.
B) the tornado.
C) the bowling alley.
D) the main street.
E) the end of life.
Question 7In the technology adoption life cycle, the gap between visionaries and pragmatists where sales often drop significantly is called:
A) the bowling alley.
B) main street.
C) the chasm.
D) the end of life.
E) the early market.
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