Across
- 4. Product level which is NOT the tangible but represents only the benefits
- 7. risk that product does not perform up to expectations
- 8. what Brand stands for and is about
- 9. A ____ is forever
Down
- 1. is origin of the word brand
- 2. risk that product poses which results in embarrassment from others
- 3. it is the highest level that a product could become
- 5. total commercial value that derives from consumer perception of the brand
- 6. A place a brand should occupy in the minds of target customers
- 8. consumers’ perception about the brand