1. The big idea and the new brand A brief description of the selected idea from the aforementioned table in Section 5 and the new brand.

2. Brand mantras/brand essence of the new brand Describe brand mantras of the brand in terms of brand function, descriptive modifier, and emotional modifier.

3. Brand extension fit A brief discussion on the perceived similarity (e.g., product category, usage situation) and relevance of parent brand associations (i.e., attribute-fit or image-fit) for the extension category

4. Brand elements of the new brand Discuss how brand elements (e.g., brand names, logos and symbols, slogans, product & packaging design, brand colors, characters, spokespeople, and jingles) of the new brand are chosen to synergistically make compelling, memorable, likable, transferable, and adaptable brand narrative.

Answer rating: 100% (QA)

1 The big idea and the new brand The selected idea from the table in Section 5 is a sustainable clot... View the full answer