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A structured approach to assessing the sources and

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A structured approach to assessing the sources and outcomes of brand equity and the manner inwhich marketing activities create the financial worth of the brand is called ________.A) the brand value chainB) the brand portfolioC) the brand life cycleD) brand partitioningE) brand positioningA
Competitive superiority and channel support are factors that influence the ________ multiplier ofthe brand value chain.Clarity, relevance, distinctiveness, and consistency are factors that influence the ________
multiplier of the brand value chain.________ are a means of understanding where, how much, and in what ways brand value is
being created to facilitate day-to-day decision making.Brand ________ is the job of estimating the total financial worth of the brand.
A) trackingB) auditingC) equityD) valuationE) harmonizationDApple's iPod shuffle is an example of ________.
E) an umbrella brandAWhen a firm uses an established brand to introduce a new product, it is called a brand ________.
A parent brand that is associated with multiple products through brand extensions is also calleda(n)________.
The introduction of Diet Coke by the Coca-Cola Company is an example of ________.A) line extensionB) brand harmonizationC) category extensionD) brand dilutionE) co-brandingA
A major advantage of a ________ strategy is that the company does not tie its reputation to theproduct.
Starbucks introduced ice creams in the same flavors as the Frappuccinos it sold in its coffeeshops. This is an example of ________.

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Term
Fall
Professor
KennethThompson
Tags
Brand, valuator, Strategic Brand Management Process, differentiation E

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