Brand 21/02

A brand without an emotional connect is just an instrument to I_ and D_

The concept of _ implies that customers prefer a brand over its competitors

A Brand _ is a detailed examination of a brand

to discover its sources of brand equity (Keller Ch 8)

Brand _ uncovers how all the products and services

sold by a company are currently marketed and branded

(Keller Ch.8)

Brand _ uncovers detailed information about

what consumers actually think of the brand

(Keller Ch.8)

...the more _ the question,

the narrower the range of information given by the respondent

(Keller, Ch.8, Brand Exploratory)

C_B_A_ are abstract associations (attributes and benefits) that characterize

the 5–10 most important aspects or dimensions of a brand

Budhu Singh runs an automobile company and insists on making

all the cars in only 2 models that he deems fit.

He does not believe in taking into account customer's opinion or concerns.

In other words, Budhu Singh advocates blind _ of the products

Dhakhsayani & Co. new product Dhakshayani Butter Biscuits has recently created a controversy because a few children who consumed it got admitted for food poisoning. This negative impression has thus affected the parent brand Dhakshayani Biscuits. This negative spillover could have been avoided if they had followed _ (2/3 words) strategy rather than a _ (2/3 words) strategy

Monika Shoes Ad shows a paid actor posing as a Chiropractor

claiming that Monika Sports shoes are the most ergonomic shoes.

This is using the Principle of _ to persuasively influence consumers