Entrepreneurship 20, 30

(a)	Differentiate between brand identity and brand image.
(b)	Identify examples of brand names, logos or trademarks, and slogans that contribute to brand identity for a variety of businesses.
(c)	Investigate the brand image presented by successful companies.
(d)	Discuss the purposes of marketing (e.g., selling what a business offers and managing a brand).
(e)	Assess the importance of identifying competitors in the marketplace.
(f)	Differentiate between direct and indirect competitors.
(g)	Define the term competitive intelligence.
(h)	Summarize the types of competitor information (e.g., pricing, marketing strategies and market share) that is useful to collect and analyze.
(i)	Propose strategies (e.g., posing as a customer, visiting the competitor’s website and reviewing advertisements) for gathering competitive intelligence.
(j)	Examine the importance of knowing one’s customers and target market.
(k)	Categorize types of customer information (e.g., demographics [e.g., age, gender, income, ethnicity and culture] and psychographic [e.g., attitudes, values and lifestyle]) that is useful to gather and analyze.
(l)	Explain the value of a unique selling proposition.
(m)	Identify the unique selling propositions presented by several local or other businesses or brands.