Reducing or eliminating intermediaries in the distribution process
Explication
Disintermediation means reducing or eliminating intermediaries. Adding new intermediaries is reintermediation, which is a different process.
It creates symbolic and emotional associations that differentiate the offering
Explication
Branded product dimensions include symbolic and emotional associations in addition to tangible or rational features. Branding does not remove performance or make the offering identical.
Attend 70% of theory classes
Explication
Students need to attend 70% of theory classes to meet the attendance requirement. The other percentages do not match the course rule.
Unique consumer-relevant aspects with satisfactory performance and credibility
Explication
Online brands should deliver unique aspects valued by consumers, along with satisfactory performance, credibility, and personality. Branding online cannot rely on promotion alone.
It lowers perceived risk about performance and quality
Explication
Branding can reduce perceived risk by giving buyers more confidence about performance and quality when information is limited. The opposite is increased uncertainty.
They simplify decisions by reducing comparison and memory effort
Explication
Brands simplify decisions by reducing the amount of comparing and remembering consumers must do. They do not guarantee the lowest price.
Brand equity can be damaged when claims do not match real customer experience
Explication
Customer-centricity matters because brand equity is harmed when promises and claims do not match what customers actually experience. Reviews and word-of-mouth can reveal that gap quickly.
Names and logos that identify and differentiate a brand
Explication
Brand elements are components such as names and logos that identify and differentiate a brand. The other options are business variables, not brand elements.
A differentiating identity built from names, symbols, and meanings
Explication
A brand is defined as a differentiating identity built from name, symbols, and meanings that helps consumers choose. The product itself is not the brand.
Services are intangible and harder to evaluate before purchase
Explication
Services branding helps because services are intangible, variable, and harder to evaluate before purchase. Branding reduces uncertainty by setting expectations.
What a market offers to satisfy a need or want
Explication
A product is what a market offers to satisfy a need or want, whether physical or service-based. The other choices describe brand image, brand elements, or branding.
Canvas
Explication
Canvas is described as the online platform where course materials and briefings are made available. The other options are assessment or reading items, not the platform.
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Course materials — include?
PPT slides, readings, and briefings.
Brand — definition?
Differentiating identity built from name, symbols, meanings.
Brand elements — components?
Names, logos, symbols, signs.
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