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Unformatted text preview: ***Brands deliver up to 4 levels of means: Attribute, benefit, value, personality ***The right brand name can help:-short and simiple-easy to spell and read-easy to recognize and remember-easy to pronounce-can pronounce in onlyh ohne way-can pronounce in all languages-suggests product benefits-meets packaging and labeling needs No undesirable imagery Always timely Adapts to any advertising medium Legally available for use*** Packaging: Color, shape: last 5 seconds of advertisement*...
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- Spring '08