of relevance and importance to different customer segments, markets and cultures. Brand attributes are the basic elements for establishing a brand identity.Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments. # "Justify">???? ?????? 94. Brand AssociationsThe feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation. # "Justify">??? ?? 95. Brand AdvocateA consumer who preaches the merits of a given brand when prompted.Посол бренду ???? ? < span align = "justify"> 96.Brand ActionsSpecific actions and policies developed and implemented by an organization to reinforce brand positioning, brand attributes, and brand identity at all touch points of customer encounters; leads to brand leverage (дія, зусилля, вплив) . Діяльність бренду ???? ? 97. Brand CoreThe central, not changing frequently, more constant true benefits and values ​​(the essence of the brand, the brand idea, the brand concept) which a particular brand brings to the customersМіф бренду ????? 98. Brand HarvestingDecreasing marketing expenditure on a brand to zero, or to a minimal level, when sales and profits begin to decline, relying on its purchase by loyal customers to sustain it; brand harvesting (which often precedes total elimination of the brand) is usually undertaken to free up cash with which to pursue new market opportunities.Істощеніе бренду ??? ? 99. Brand BuildingDeveloping a brand's image and standing with a view to creating long term benefits for brand awareness and brand value.Бренд-білдінг ??? ?????? 100. Brand AmbassadorAnyone who promotes the value of the brand to its users. Ideally this would include every employee in the company.Менеджер з просування бренду ??????
