The Set of Assets and Liabilities Linked to a Brand

question 3

Multiple Choice

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is called:

• A)cobranding.
• B)brand equity.
• C)brand licensing.
• D)brand extension.
• E)brand dilution.

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Definitions:

Stages

The distinct phases or steps within a process or life cycle.

Direct Marketing

A type of advertising strategy that involves direct communication with consumers through various channels, bypassing intermediaries.

Promotional Mix

The combination of marketing communication tools a company uses to pursue its marketing objectives, such as advertising, sales promotion, public relations, personal selling, and direct marketing.

Promotion Decision Process

A series of steps a company undertakes to conceive, plan, and execute promotional activities to market its products or services.