Question

1. What is the definition of a brand from a customer’s perspective?

   • the company’s slogan
   • cognitive structure in memory
   • practical
   • the company’s products

2. According the customer brand perspective, a brand is the network of feelings, information, thoughts, and experiences.

   • True
   • False

3. The second big lesson of branding is that when you encourage consumers to form an association with your brand, make sure that association is something they __________.

   • think about
   • research
   • decide
   • value

Answer 1

• cognitive structure in memory

The cognitive structure represents the mental representation of the brand in the minds of the customers. It represents the way in which the brand attitude is organized in the memory of the consumers.

• True

A brand is what represents the essence of the company. It is shaped up by the experiences and interactions that the consumer has with the brand and these interactions promote brand loyalty and future purchases.

• value

For a brand to create the necessary impression, it is imperative that the consumer can associate himself with the brand. This associative feeling will work only if the consumer values the aspects that the brand represents in the minds of the consumer. If the consumer does not value the aspects that the brand is encouraging then it might have undesired consequences,