Leadership is an inside-out process, meaning it is a process of transformation that begins with the inner core of both followers and leaders and flows out through the whole group

In selecting a good brand name, which of the following are desirable?

a. names that suggest low price b. names that suggest something about the customer c. names that are creative d. names that are easy to translate into other languages

Brands that meet consumers' initial buying criteria are called the ________

A) total set B) awareness set C) consideration set D) choice set E) decision set