ASSIGNMENT

1- Of what does a brand’s image consist?
Brand image is based on links that consumer's make about specific brand , and the emotions and attitudes that they have toward it.

2- Identify two types of associations that a brand has?
Uniqueness and strenght

3-What does a brand attributes include?
Non product related and product related

4- Identify two non-product-related attributes?
Price and packaging

5-What does brand attributes mean?
Features or aspect of the advertised product or brand

6 - “The successful positioning requires a communication strategy that entices a single type of consumer need (functional, symbolic or experiential) True or false?
True

7-What does the consumer processing model (CPM) mean?
CPM: the consumer processing model
The information processing situqtionfqced by consumers and the corresponding communication imperatives for marketing communicators.
Stage 1:Being exposed to information
Stage 2:Paying attention
Stage 3:Comprehending attended information
Stage 4:Agreeing with comprehended information
Stage 5:Retainig accepted information in memory
Stage 6:Retrieving information from memory
Stage 7:Deciding from alternatives
Stage 8:Acting on the basis of the decision
From a CPM perspective , information processing and choice are seen as rationalcognitive, systematic, and reasoned. CPM consumer behavior are based on pure reason, cold , logical and rational.

8- What does the hedonic, experiential model (HEM) mean?
HEM: Hedonic Experiential Model
Explains how consumers process information when they are carefree and happy and confrontedwith the positives outcomes. From a HEM perspective views consumers processing of marcom message and behaviouras drivenby emotions in pursuit of fun, fantasies and feeling. HEM consumer's behaviour is based on pure passion , hot , spontaneous and perhaps even irrationale.

9- What are the three stages of adopting a new product?
Awarness- Trier - Repeater

10-What are the variables we should follow in the first stage, in the second stage and in the third stage?
Awarness: succesful introduction of new product requires free samples and coupons,trade shows and personal selling, advertising/distribution.
Trier: Lower prices, availability, cents-off-coupons, wide product distributionof retailer, trial of new product
Repeater: personal selling, advertising, price, distribution, and product satisfaction.

11- Identify three product-related characteristics that influence consumers’ attitudes toward new products?
Triability-Complexity-Observability

12-To undertand the Diffusion Proces, there are five adopter categories. Identify them?
Innovators, early adopters, early majority,late majority, Laggards.

13- What is a brand?
A brand is a company's particular offeringof a product, service or others consumption objects. Brands represent the focus of marcom efforts.

14- Explain the brand naming process?
1. Specify objectives for the brand name
2. Create canditate
3. Evalutae candidate names
4. Choose a brand name
5. Register a trademark

15- What is the role of a brand?
A brand represents a name, symbole, sign, term or design that portrays a specific seller or a group of seller or a specific product that help the consumer to differentiate it from other competitors.