Branding 3

1. 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.
7. Brand _ _ _ _ _ _Influences consumer decisions made away from the point of purchase.
8. based brand equity is approach from brand equity from the perspective of the customer
9. measure of the perceived worth of a brand or product in the eyes of consumers
10. involvement results when consumers lack either purchase motivation, purchase ability or purchase opportunity
11. or face some other constraint such that they cannot make a more deliberate or thoughtful
12. customer-based brand equity is customers reacting more favorably to presence of brand.
13. The highest level of the brand hierarchy.
14. lack of purchase _ _ _ _ _ _ _is when customers don’t know anything else about the brands in a category
15. purchase _ _ _ _ _ _ _ _ _ _ _ opportunity is when customers don’t have the

2. effect that in brand equity arises from differences in customer response
3. choice
4. customer-based brand equity is ccustomers reacting negatively to presence of brand
5. lack of purchase _ _ _ _ _ _ _ _ is when customers don’t care about the product or service.
6. Brand _ _ _ _ _ _ _ _ _ _ _ Influences consumer at point of sale.