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Answers Chapter 8 Part 2

Answers Chapter 8 Part 2 - Chapter 8 II Branding Study...

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Chapter 8 II: Branding Study Questions 1. Rate the following Brand names on the six attributes of good brand names: a. “Computer Solutions” computer retailer a.i. Suggestive, Simple, Not Distinct, somewhat Extendable (to all computer categories, but only to computer categories), Translatable, May not be very defensible due to generic nature; overall the brand name is weak because distinctiveness is an important attribute of a brand name. b. “Colon Holdings” Real Estate Firm owned by the Colon brothers. b.i. Not Suggestive (in fact suggestive of alternative negative meaning), Simple, Somewhat Distinct but “Holdings” is generic for this type of business, difficult to extend beyond real estate, Translatable, Defensible; overall the negative alternative meaning is a deal-breaker here; unfortunately, this name is not made up. Colon Holdings is indeed a real estate firm owned by the Colon brothers. in the U. S. c. “Blellow” business micro-blogging and social networking site c.i.
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