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

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

What makes a brand?Question 21Answera.None of the Aboveb.Valuesc.Customer Experienced.Personalitye.Perceptionf.All of the Above

QUESTION 10When 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

Statement 1: A brand is defined as a bundle of attributes capable of exchange or use; usually a mix of tangible and intangible forms.Statement 2: A product is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. Both statements are false. Statement 1 is True, and Statement 2 is false. Both statements are true. Statement 1 is False, and Statement 2 is True.

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