The Overall Value of a Brand to an Organization-The Extra

question 27

Multiple Choice

The overall value of a brand to an organization-the extra money that consumers will spend to buy that brand-is called _____.

• A)brand extension
• B)brand mix
• C)brand equity
• D)brand segment

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Definitions:

Encoding

The process of converting information into a form that can be stored in memory, such as transforming thoughts into a sequence of words.

Attention

The cognitive process of concentrating on one aspect of the environment while ignoring other stimuli.

Sensory Store

The initial process of storing sensory information after it is received, lasting for a very brief period.

Attention

The cognitive process of selectively concentrating on one aspect of the environment while ignoring other things.