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MKT 723 - exam Chapter 4.docx

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Department
Marketing
Course
MKT 723
Professor
Roy Morley
Semester
Winter

Description
Chapter 4: Brand Elements 1. memorable: easily recognized and recalled 2. meaningful: descriptive, persuasive 3. likable: fun, interesting, visually pleasing 4. transferable: across geo boundaries and cultures, within/across products 5. adaptable: flexible, updateable 6. protectable: legally, competitively Morpheme: smallest, linguistic unit having meaning Options and tatics for brand elements: Brand names URLS: uniform resource locators ­domain 
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