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Chap 1 Brand Management (a) 5 Brand Purpose (3) To differentiate them from…

- - - - Can evaluate only after purchase.
        
        Etc: Dinner in a new restaurant, concert, new movie.
    - - Can't evaluate even after purchase.
        
        Etc: Health care, advertising, funeral services, pet food.
    - - Can evaluate before purchase.
        
        Etc: Car, house, smartphone.
  - - - Awareness
    - - A strong brand guarantees future business.
    - - Credibility to build emotional reactions.
    - - Feel the pride and work for the goals together.
    - - Logo, tagline
    - - Referral business.