it was brand and brand equity. strength of association, valence, and uniqueness makes up the brand equity. how do you measure brand equity?? –> depth interviews, portfolio of techniques, validate research findings. they also use marketing programs to create brand equity.
there are seven dimensions of quality to apply to a variety of products: performance, features, reliability, conformance, durability, serviceability, and aesthetics.
seven step branding process: 1.) clearly define the brand audience 2.)understand the target customers 3.) understand the competition 4.) design compelling brand intent 5.) identify key leverage points in customer experience 6.) execute the branding strategy 7.) establish feedback systems