1. The differential effect that brand knowledge has on consumer response to the brand’s marketing is called

2. The first step in building a strong brand is

3. Brand performance in Keller’s model deals with

4. The source of brand equity lies in

5. Which is NOT an element of brand response?

6. The act of designing the company’s offer and image so that it occupies a distinct and valued place in the consumer’s mind is

7. A brand promise primarily communicates

8. The process of endowing products and services with the power of a brand is called

9. Which of the following best defines brand equity?

10. Which stage in the brand resonance model focuses on “what about you and me”?