193) means potential customers insist on a firm's branded product and are willing to search for it. A) Brand insistence B) Brand preference C) Brand nonrecognition D) Brand rejection E) Brand recognition A Explanation: Brand insistence means customers insist on a firm's branded product and are willing to search for it. Difficulty: 1 Easy Topic: Achieving Brand Familiarity Is Not Easy Learning Objective: 08-04 understand what branding is and how to use it in strategy planning. Bloom's: Remember AACSB: Analytical Thinking Accessibility: Keyboard Navigation