Cbbe components Guides d'étude, Notes de cours & Résumés
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Summary Brand Management
- Notes de cours • 74 pages • 2024
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This document contains a summary of all lectures and papers (including guest lectures) from a semester-long master program course, at the end mock questions are included together with the answers and quiz questions that took place during class are included.
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CBBE First Practice Quiz with 100% Correct Answers | Verified & Updated 2024 | Guaranteed Success
- Examen • 6 pages • 2024
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CBBE First Practice Quiz with 100% Correct 
Answers | Verified & Updated 2024 | Guaranteed 
Success 
1. Brand knowledge is made up of two components - brand image and _____ - 
brand awareness 
In terms of points of parity, ________ are those associations designed to negate competitors' 
POD. - competitive 
Benefits and goals a consumer may expect by using a particular brand - frame of reference 
T/F? Differentiation, a factor for choosing a POD association, refers to how a POD should be 
both d...
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CBBE First Quiz
- Examen • 6 pages • 2024
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- €9,21
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CBBE First Quiz 
 
1. Brand knowledge is made up of two components - brand image and _____ - brand 
awareness 
 
In terms of points of parity, ________ are those associations designed to negate competitors' 
POD. - competitive 
 
Benefits and goals a consumer may expect by using a particular brand - frame of reference 
 
T/F? Differentiation, a factor for choosing a POD association, refers to how a POD should be 
both distinctive and superior. This is - T 
 
T/F?Assessment of primary/supplement...
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Strategic Brand Management Keller summary 2021 latest update
- Examen • 82 pages • 2021
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Chapter 1: Brands and brand management	 
 
What is a brand? 
-‐ Brand is derived from the old Norse word brandr, which means `to burn` 
-‐ According to the American Marketing Association, a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition 
-‐ Components that identify and differentiate a brand can be called brand elements 
 
Bran...
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