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What is the primary function of a brand in the 21st century?
What is the primary function of a brand in the 21st century?
- To promote social issues like women's rights and education
- To create customer trust and loyalty through unique selling propositions
- To artificially distinguish functionally similar products
- To shape human identity and influence the cultural landscape (correct)
What is the key characteristic of a brand according to the text?
What is the key characteristic of a brand according to the text?
- The constellation of meanings, feelings, and perceptions associated with the offering (correct)
- The tangible features and quality of the product itself
- The artificial differentiation of functionally similar products
- The unique selling proposition that distinguishes it from competitors
What was the primary purpose of branding in the second half of the 19th century?
What was the primary purpose of branding in the second half of the 19th century?
- To artificially distinguish functionally similar products and develop customer loyalty (correct)
- To associate products with emotional responses and hidden desires
- To create customer needs and promote social issues
- To shape human identity and influence the cultural landscape
What was the role of branding in the early 20th century according to the text?
What was the role of branding in the early 20th century according to the text?
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What is the 'floating signifier effect' in relation to branding?
What is the 'floating signifier effect' in relation to branding?
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What is the purpose of 'brand extension' according to the text?
What is the purpose of 'brand extension' according to the text?
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What is the significance of the 'attention economy' in relation to branding?
What is the significance of the 'attention economy' in relation to branding?
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How did branding strategies shift in the 1960s and 1970s according to the text?
How did branding strategies shift in the 1960s and 1970s according to the text?
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What is the significance of 'murketing' in relation to branding?
What is the significance of 'murketing' in relation to branding?
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What is the ultimate goal of contemporary branding strategies?
What is the ultimate goal of contemporary branding strategies?
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