Customer Based Brand Equity

Question 1

What are the two forms of brand associations?

Answer 1

Brand attributes and Brand benefits

Question 2

The personal value and meaning that consumers attach to the product or service attributes.

Answer 2

Brand benefits

Question 3

Descriptive features that characterize a product or service.

Answer 3

Brand attributes

Question 4

Consumers’ perceptions about a brand

Answer 4

Brand image

Question 5

register the brand in the minds of consumers

Answer 5

learning advantages

Question 6

• increasing the familiarity of the brand through repeated exposure (for brand recognition)
• forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall)

Answer 6

establishing brand awareness

Question 7

Brand Image steps

Answer 7

1) Establish awareness
2) Forge associations with product category.
3) Then build brand image

Question 8

results when consumers lack purchase motivation or purchase ability

Answer 8

Low-involvement