According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer something better than the others?"
A) performance
B) presence
C) advantage
D) bonding
E) relevance
C
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Marketers have learned which of the following with respect to segmenting business customers?
A. The segment of small and moderate-sized businesses has a lot of potential. B. The segment of small and moderate-sized businesses has limited potential. C. The segment of large businesses is the most attractive. D. The segment of large businesses is the least attractive. E. Tapping the potential of the small and moderate-sized business segment does not require adapting the. marketing strategy from that used to target larger businesses.
For purposes of annual budgeting, it is better to
A) express goals very broadly to allow for flexibility. B) ignore goals altogether and focus instead on savings. C) express income goals concretely and expense goals broadly; this usually assures adequate savings. D) express all goals concretely, which then reduces all goals to yearly consumption and savings targets.