Chapter 9 Flashcards
1
Q
What is a brand?
A
A name, symbol, icon, design, or a combination of these, that identifies the maker of a product.
2
Q
What is brand personality?
A
The sum total of all attributes of a brand, and the emotions it inspires in the minds of consumers.
3
Q
What is brand equity?
A
The dollar amount attributed to the value of the brand, based on all the intangible qualities that create that value.
