Marketers design brands to address the unique needs of customers in the marketplace in what is termed ________.
A. Brand portfolio
B. Brand segmentation
C. Brand growth
D. Brand building
E. Brand architecture
Answer: E - Marketers design brands to address the unique needs of customers in the marketplace in what is termed brand architecture. Similar to the work of architects who design installations and buildings, marketers must design their brand or brands so they respond to the demand and desires of customers. This design is important because it aligns a company's resources (financial, human resources, innovation) with the development and support of its brands in the market. Once this alignment occurs, marketers must design brands to maximize marketplace presence and brand awareness among customers.