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Branding and Communication Process Essay
Select a product category of personal interest and this can range from household goods, smart phones, restaurants, auto manufacturers, to industrial products. Select the brand names for three competitive brands in this category. Analyze each brand name in terms of the fundamental requirements mentioned in the Unit 1 reading, such distinguishedness from other brand names, facilitation of brand association, compatibility with a brand desire image, and memorability.
Reflect on the consumer processing model (CPM) in the Unit 2 reading (being exposed to information, paying attention, comprehending attended information, agreeing with comprehended information, retaining accepted information in memory, retrieving information form memory, deciding from alternatives, and acting on the basis of the decision). Which of these brands are best at the CPM?
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