The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?
What will be an ideal response?
The six components of the brand resonance pyramid include: (1 ) brand salience—relates to how often and easily the brand is evoked under various purchase or consumption situations; (2 ) brand performance—relates to how the product or service meets customers' functional needs; (3 ) brand imagery—deals with the extrinsic properties of the product or service, including the ways in which the brand attempts to meet the customers' psychological or social needs; (4 ) brand judgments—focus on consumers' own personal opinions and evaluations; (5 ) brand feelings—customers' emotional responses and reactions with respect to the brand; and (6 ) brand resonance—refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are "in sync" with the brand.
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According to the two-factor theory, the net effect of being exposed repeatedly to the same message is a combination of ________
A) argument and counter-argument B) learning and tedium C) compliance and non-compliance D) affect and cognition
The signature is not part of the verbal portion of an advertisement.
Answer the following statement true (T) or false (F)
Terms of sale are frequently changed by the financial manager in order to increase sales
Indicate whether the statement is true or false
The sampling method in which a population is divided into blocks and then selected by choosing a random mechanism is called a:
a. random sampling b. systematic sampling c. stratified sampling d. cluster sampling