When branding agencies create new brand names their first step should entail: o Compiling hundreds of plausible brand names. O Testing potential brand names. Setting criteria that a potential name must fill. O Developing an understanding the purpose of the product the marketer is selling Securing insights from the shareholders of the firm through marketing research. Many contemporary advertisements feature songs that end up being closely associated with the brands being promoted in the ads. For example, in 2016 Gatorade continuously ran an ad that featured the Kanye West song All of the Lights." When songs like this become associated with brands those songs function for the brands. as O Brand Amplifiers Brand Identifiers Brand Narratives Sources of Brand Equity O Indicators of Brand Personality Which answer does not belong (or fit) inside an effective brand-related story? O A Benefits-driven story An Authenticity story O A where Promises-are-made and promises-are-kept" story O A story about Price sensitivity O A story that closely resonates the key values of a targeted market segment