Companies such as Edison Nation and the Big Idea Group have sprung up to tap into ________ possibilities, often combining its own design, branding, engineering, and sales teams with online participants, forming a community for devising new products.

Increasingly, new-product ideas arise from ________ that combines two product concepts or ideas to create a new offering.

The offer strategy has five elements: the product, the offer, the medium, the distribution method, and the ________.

The brand promise for ________ is “the product you buy is of highest esteem, based on its timeliness, elegant design and the high quality, which is derived from the excellence of our craftsmen.”

In a ________ defense, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.

A(n) ________ is defined as a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute.

________ defense is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeps everyone off balance.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question “Can this brand deliver?”

________ describes the service program for helping customers keep purchased products in good working order.

High levels of brand ________, or the extent to which consumers feel they are “in sync” with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.