If a brand has a high degree of brand , it means that most consumers are familiar with the brand and what it stands for even if they do not use the brand.

Brand refers to a set of human characteristics associated with a brand which has symbolic or expressive meanings for consumers.

What is brand? Why do brands play a particularly important role in high-involvement purchase decisions? (5 marks)

A brand is simply a collection of perceptions in the mind of the consumer.Question 25Answera.FALSEb.TRUE

___________is important because: 1) it is a necessary condition for inclusion in the set of brands being considered for purchase, 2) in low-involvement decision settings, it can be a sufficient condition for choice, and 3) it influences the nature and strength of associations that comprise the brand image. [Select the concept to fill in the gap]Brand personality Brand awarenessBrand meaning Brand performance

When thinking about brands versus products, which statement is NOT TRUE?Brands are more symbolic than products A brand is more than a product The product itself is the primary driver of what consumers experience with the brand Products have four levels of meaning - the core benefit, generic, expected and augmented levels