ch.4 Flashcards
1
Q
brand elements choice criterea?
A
1- memrobality
2-likability
3-meaningfuliness
4- adaptability
5-protectability
6-transferability
2
Q
memorability?
A
1-easy to remember
2-easily recalled
3
Q
meaningfuliness?
A
1-descreptive
2-persuasive
4
Q
likability?
A
1- fun and intersting
2- rich verbal
5
Q
transferability?
A
within and across product categories
6
Q
adaptability?
A
1- flexible
2- uptadable
7
Q
protectability?
A
1-legal
2-competitvely
8
Q
what are the offensive brand elements?
A
1- likability
2- meaningfulness
3-transferability
9
Q
what are the defensive brand elements?
A
1- protectability
2- adaptability
3- memorability
