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  • 11 terms

    Term:

    List three out of the five things that constitute a good brand name.

    Definition:

    1. Distinguishes brand from competitors. 2. Facilitates customer learning by describing the brand and its attributes. 3. Memorable and easy to pronounce and spell. 4. Achieves compatibility with a brands's desired image and with its design and packaging. 5. Suitable for global use.

    • Chapter 3 - Brand Adoption, Brand Naming, and Intellectual Property Issues
    • 11 terms
    • Vocabulary for Chapter 3 - Brand Adoption, Brand Naming, and Intellectual Property Issues. Find, create, and access Review For Test 1 flashcards with Course Hero.
  • 11 terms

    Term:

    What is the hierarchy of effects?

    Definition:

    Metaphor implies that for marketing communication to be successful it must move consumers from one goal to the next.

    • Chapter 8 - Objective Setting and Budgeting
    • 11 terms
    • Vocabulary for Chapter 8 - Objective Setting and Budgeting. Find, create, and access Marketing, communication objective flashcards with Course Hero.

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