Brand salience
29. _____________-measures various aspects of the awareness of the brand:
To what extent is the brand top-of-mind and easily recalled or recognized.
What types of cues or reminders are necessary?
How pervasive is this brand awareness?

.Breadth - 30..____________ is the range of purchase and usage situations in which the brand element comes to mind.
Depth - 31.________ is the ease with which brand elements can be recalled.
Product category structure: How product categories are organized in the consumer’s memory.
Strategic implications
Where do consumers think about a brand?
When consumers think of a brand?
How often do consumers think of a brand?
Brand performance
Attributes and benefits that underlie brand performance:
Primary ingredients and supplementary features.
Product reliability, durability, and serviceability.
Reliability: 32. ____________ measures the consistency of performance over time and from purchase to purchase.
Durability: 33.__________________ is the expected economic life of the product.
Serviceability: 34._____________ is the ease of repairing the product if needed.

Effectiveness: 35.___________ measures how well the brand satisfies customers’ service requirements.
Efficiency: 36._________ describes the speed and responsiveness of service.
Empathy: 37.___________ is the extent to which service providers are seen as trusting, caring, and having the customer’s interests in mind.
User profile

38. ___________type of person or organization who uses the brand.
.

Brand personality

39. Five dimensions of ___________________
Sincerity (down-to-earth, honest, wholesome, and cheerful)
Excitement (daring, spirited, imaginative, and up-to-date)
Competence (reliable, intelligent, successful)
Sophistication (upper class and charming)
Ruggedness (outdoorsy and tough)

. Brand building feelings
40. Listed below are ___________________________
Warmth - Soothing feelings that make consumers feel a sense of calm or peacefulness.
Fun - Upbeat feelings that make consumers feel amused, lighthearted, joyous, playful, and cheerful.
Excitement - Ability of the brand to make consumers feel energized and experience something special.
Security - Ability of a brand to produce a feeling of safety, comfort, and self-assurance.
Social approval - Gives consumers a belief that