Synthesis Corp.is perceived among its consumers as a firm that sells sturdy cellphones with a comparatively longer lifespan than that of the other manufacturers' cellphones.This is an example of:

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The perception that Synthesis Corp. sells sturdy cellphones with a longer lifespan is an example of brand association, which is the link that consumers make between a brand and the attributes or benefits that it provides. Brand loyalty refers to the degree to which consumers consistently and repeatedly choose a particular brand, and cobranding refers to the practice of combining two or more brands together to create a new identity. Brand extension refers to when a company uses its existing brand name to launch a new product or line of products, and brand depth refers to the range of products and services that a brand offers within a particular category.