SOLVED

6. ________ is endowing products and services with the power of a brand. a. Brand image b. The branding concept c. Branding d. Brand positioning e. Brand partitioning 7. Brand ________ is the added value endowed to products and services. a. loyalty b. equity c. preference d. satisfaction e. benefits 8. The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time. a. product-based brand equity b. service-based brand equity c. functional-based brand equity d. mission-driven brand equity e. customer-based brand equity 9. ________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand. a. Mission-driven brand equity b. Customer-based brand equity c. Product-driven brand equity d. Service-driven brand equity e. Function-based brand equity 10. If consumers do not demonstrate different responses to different brands within a product category, then the products are essentially commodities or generic versions and competition will probably be based on ________. a. emotional attachment b. brand awareness c. advertising expenditure d. price e. prestige  Â