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Across 1. Relates to the total set of brands marketed by a business 4. A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services 5. Refers to the use of a successful brand name to launch a new or modified product in a new market. 6. The stages through which individual products develop over time 10. Another name for product line. 11. Sell existing products into new markets 13. A mean of differentiating a company’s products and services from those of its competitors. 14. Are created and owned by businesses that operate in the distribution channel 19. Develop new products for new markets 21. Occurs when a brand tries to change its market position to reflect a change in consumer’s tastes. 22. Refers to the set of beliefs that customers hold about a particular brand.

Down 2. It's created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer. 3. Increase sales of an existing product in an existing market 6. A group of brands that are closely related in terms of their functions and the benefits they provide. 7. It's a vital ingredient of a good brand. 8. Refers to the use of an established brand name for products in unrelated markets. 9. The process of managing groups of brands and product lines 12. Could, therefore, contain several or many product lines. 15. Can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered. 16. Also includes other “intangible” assets such as patents, trademarks and channel relationships. 17. It's about the place a brand occupies in a market in the minds of consumers. 18. Refers to the value of a brand. 20. Anything that is capable of satisfying customer needs