Flashcards in Topic 7 - Brand Deck (5)
What are characteristics of brand image?
- The name
- Physical appearance
- Its main functions
What are characteristics of brand identity?
What are the benefits of a brand for the consumer?
1) Easier product identification
2) Reduces risk
3) Communicates features and benefits
4) Establishes products position
How much does a brand contribute to the companies value through intangible assets according to smith 2006?