different components of a brand that identify and differentiate it

(a)  

consumers’ perceptions about a brand, as reflected by the brand associations held in consumer memory

(a)  

(a)   is related to the strength of the brand node or trace in memory, which we can measure as the consumer’s ability to identify the brand under different conditions

(a)   has two components: brand awareness and brand image

(a)   is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue

(a)   is consumers’ ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue

(a)   are the personal value and meaning that consumers attach to the product or service attributes.

(a)   are those descriptive features that characterize a product or service

helps guide marketing strategy by clarifying what a brand is all about, how it is unique, and how it is similar to competitive brands, and why consumers should purchase and

(a)  

attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand

(a)  

(a)   is a short, three- to five-word phrase that captures the irrefutable essence or spirit of the brand positioning