Exam (elaborations)
WGU D373 SECTION 1; LESSON 2 BRANDING TEST
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WGU D373 SECTION 1; LESSON 2 BRANDING TEST...
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Brand - ANSWER A name, term, design, symbol, or any other feature thatidentifies one seller's good or service as distinct from those of other sellers.
Brand promise - ANSWER the marketer's vision of what the brand must be
and do for consumers.
Brand Architecture - ANSWER hierarchy of brands within the company; how
a brand family is delineated
Brand equity is the ownership a brand has in the marketplace, measured by the
value of the brand and the collective perception of the brand.
Brand extension means using the same brand name for the new products that are
being introduced to the same or new markets.
Brand storytelling - WEAVE the story of the brand - why, purpose, reason - into
emotions and feelings that draw people to want to follow or care about a brand
beyond just the products and services sold
Brand value - REAL and perceived value derived by the organization from a
brand
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