Brands nave certain attributes; they provide certain Denerits; and we nave certain attitudes, positive or negative, towards them. These, taken together, relate to

If a product such as Dasani bottled water quenches a consumer's thirst, this is an example of the of Dasani bottled water.

If a product such as a Rolex watch enables consumers to show that they are sophisticated and people of good taste, this is an example of the of the Rolex watch.

If a cruise on Carnival Cruise Lines allows a consumer to have fun with family and friends and to "discover" new places, this is an example of the of Caribbean Cruise Lines.

$4$ One way to enhance a brand's equity is to link the brand with positive associations based on people, places, and things. This method of enhancing brand equity is called

Among the benefits of enhancing brand equity are increased consumer loyalty; longterm growth and profitability for the brand; brand differentiation from competitive offerings and

When it comes to branding strategies, occurs when a company uses one brand name to market its products, regardless of the product category.