Strategic Brand Management: Chapter 4 Quiz

This criterion for choosing brand elements focuses on easily recognizing the brand and recalling it from memory.

This criterion emphasizes the descriptive and persuasive nature of brand elements, conveying the brand's essence.

This criterion highlights the appealing and engaging aspects of brand elements, making them enjoyable and aesthetically pleasing.

This criterion ensures that brand elements can be used across various product categories, geographical boundaries, and cultural contexts.

This criterion focuses on the adaptability of brand elements, allowing them to evolve and be updated over time.

This criterion refers to the legal protection afforded to brand elements, preventing others from using them.

Brand elements should be rich with creative potential, allowing for diverse applications and storytelling.

The brand name is the most challenging element for marketers to change once established, as it's the foundation of brand identity.

Suggestive brand names use words or phrases that hint at the product's features or benefits without directly stating them.

Naming procedures involve systematic steps to develop and evaluate potential brand names.

Evocative brand names evoke emotions, images, or experiences related to the brand or product.

Brand names are chosen to reinforce the brand's market positioning and communicate its key value propositions.

Brand awareness is the primary function of recognition and ease of pronunciation or spelling, making the brand memorable and easily identifiable.

Creating a brand name is a blend of both artistic creativity and analytical decision-making, balancing individuality and strategy.

A brand name should be transferable to a wide variety of product categories and geographical settings, allowing for brand expansion and diversification.

A brand name should be able to evolve and adapt to changing market trends and consumer preferences.