Manag., January-2017-Q24
0. Match the items of List–I with the items of List-II and indicate the code of correct matching :
| List–I | List–II |
| (a) Brand elements | 1. The marketer’s vision of what the brand must be and do for consumers. |
| (b) Brand line | 2. All products, original as well as line and category extensions, sold under a particular brand name. |
| (c) Brand personality | 3. Those trademarkable devices that serve to identify and differentiate the brand. |
| (d) Brand promise | 4. The specific mix of human traits that may be attributed to a particular brand. |
- Option : A
- Explanation : Brand Associations: All brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.
Brand Contact: Any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the offering.
Brand Dilution: When consumers no longer associate a brand with a specific product or highly similar products or start thinking less favorably about the brand.
Brand Elements: Those trademarkable devices that serve to identify and differentiate the brand such as a brand name, logo, or character.
Brand Equity: The added value endowed to products and services.
Brand Extension: A company’s use of an established brand to introduce a new product.
Brand Image: The perceptions and beliefs held by consumers, as reflected in the associations held in consumer memory.
Brand Personality: The specific mix of human traits that may be attributed to a particular brand.
Brand Portfolio: The set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.
Brand Promise: The marketer’s vision of what the brand must be and do for consumers.
Branding Strategy: The number and nature of common and distinctive brand elements applied to the different products sold by the firm.
Brand Knowledge: It consists of all thoughts, feelings, images, experiences, beliefs and so on that become associated with the brand.
Brand Line: All products original as well as line and category extensions sold under a particular brand name.
Brand Personality: The specific mix of human traits that may be attributed to a particular brand.
