Marketing in the Digital Era D373 WGU OA With
complete solution LATEST A+ 2026
Brand
An identifiable and differentiated product, service, person, movement, etc.
Brand promise
What a brand promises to deliver to a customer
Brand awareness
Awareness of the existence of a brand
Brand positioning
The unique place the brand occupies in the consumer's mind, linked to benefits
received
Brand relevance
Occurs when there is only one relevant choice, making all other brands
irrelevant
Brand purpose
The reason the brand exists, goes beyond just selling
Brand storytelling
Expressing the mission, vision, values, and passion of a brand through a
narrative that draws in the audience
Brand differentiation
How a brand or brand family is delineated, including line extension, brand
extension, flanker brands, down market and up market extensions, co-branding,
etc.
Brand experience
,The totality and quality of the interactions and engagements a customer has with
a company, informing their perception and opinion of the brand
Purchase decision
Factors influencing a customer's decision to purchase a product or service,
including loyalty and rewards, ordering ease and convenience, user experience,
interaction, transparency, and purpose
Demographics
Variables such as age, gender, education level, family size, occupation, income,
etc.
Psychographics
Intrinsic traits of a target customer, such as values, personalities, interests,
attitudes, conscious and subconscious motivators, lifestyles, and opinions
Lifestyle
The way a person lives and behaves, including their activities, interests, and
opinions
AIO
Activity, interest, and opinion - factors used in psychographic segmentation
Buying process
The process a business goes through when making a purchase, including the
buying center, influencers, decision makers, buyers, and gatekeepers
Persona
A semi-fictional representation of an ideal customer
What is Ingredient branding?
a Brand features Another brand in its product
Why do we buy?
, Functional, habitual, cost, emotional, social, self expressive benefits
What is an upmarket extension?
Involves introducing a brand at a higher price point
What is equal pay cobranding?
Both brands are featured prominently
What is sponsorship branding?
Two or more brands sponsor an event such as sports for shared exposure and
goodwill
Consumer buying process
Recognize problem, information, search, evaluation of alternatives, purchase
decision, purchase, post purchase evaluation.
What is a line extension?
Add a new product to an existing line
What is a Brand extension?
When a brand is extend it to a completely new product category.
What is a flanker brand?
When a company already offering a brand in that product market introduces a
new brand to serve a different segment of that market.
What is a down market extension?
The companies introducing a Brand target at an audience, looking for a lower
price point
What is a holistic marketing concept?
Looks at the interconnectedness between marketing and other aspects and
departments of the business.
What is a societal marketing concept?
complete solution LATEST A+ 2026
Brand
An identifiable and differentiated product, service, person, movement, etc.
Brand promise
What a brand promises to deliver to a customer
Brand awareness
Awareness of the existence of a brand
Brand positioning
The unique place the brand occupies in the consumer's mind, linked to benefits
received
Brand relevance
Occurs when there is only one relevant choice, making all other brands
irrelevant
Brand purpose
The reason the brand exists, goes beyond just selling
Brand storytelling
Expressing the mission, vision, values, and passion of a brand through a
narrative that draws in the audience
Brand differentiation
How a brand or brand family is delineated, including line extension, brand
extension, flanker brands, down market and up market extensions, co-branding,
etc.
Brand experience
,The totality and quality of the interactions and engagements a customer has with
a company, informing their perception and opinion of the brand
Purchase decision
Factors influencing a customer's decision to purchase a product or service,
including loyalty and rewards, ordering ease and convenience, user experience,
interaction, transparency, and purpose
Demographics
Variables such as age, gender, education level, family size, occupation, income,
etc.
Psychographics
Intrinsic traits of a target customer, such as values, personalities, interests,
attitudes, conscious and subconscious motivators, lifestyles, and opinions
Lifestyle
The way a person lives and behaves, including their activities, interests, and
opinions
AIO
Activity, interest, and opinion - factors used in psychographic segmentation
Buying process
The process a business goes through when making a purchase, including the
buying center, influencers, decision makers, buyers, and gatekeepers
Persona
A semi-fictional representation of an ideal customer
What is Ingredient branding?
a Brand features Another brand in its product
Why do we buy?
, Functional, habitual, cost, emotional, social, self expressive benefits
What is an upmarket extension?
Involves introducing a brand at a higher price point
What is equal pay cobranding?
Both brands are featured prominently
What is sponsorship branding?
Two or more brands sponsor an event such as sports for shared exposure and
goodwill
Consumer buying process
Recognize problem, information, search, evaluation of alternatives, purchase
decision, purchase, post purchase evaluation.
What is a line extension?
Add a new product to an existing line
What is a Brand extension?
When a brand is extend it to a completely new product category.
What is a flanker brand?
When a company already offering a brand in that product market introduces a
new brand to serve a different segment of that market.
What is a down market extension?
The companies introducing a Brand target at an audience, looking for a lower
price point
What is a holistic marketing concept?
Looks at the interconnectedness between marketing and other aspects and
departments of the business.
What is a societal marketing concept?
