Chapter 1 part #1

Question 1

occurs when an organization uses a name, phrase, design, symbols, or combination of these to identify its products and distinguish them from those of competitors.

Answer 1

branding

Question 2

Components that identify and differentiate a brand are

Answer 2

brand elements

Question 3

anything we can offer to a market for attention, acquisition, use, or consumption:
That might satisfy a need or want
Physical good like a cereal, tennis racquet, or car

Answer 3

product

Question 4

a ______is more than a product since it can have dimensions that differentiate it from other products

Answer 4

brand

Question 5

the added value a brand name gives to a product beyond the functional benefits provided

Answer 5

brand equity

Question 6

Encompass all types of customers, including individuals as well as organizations. Functions provided by brands to consumers. Identify the source or maker of the product. Simplify product decisions. Lower the search costs for products internally and externally. Helps set reasonable expectations about what consumers may not know about the brand

Answer 6

consumers

Question 7

example of brand equity -

Answer 7

starbucks, apple