product is viewed as a bundle of attributes. - Information cues or hints about a set of characteristics of the product in brands such as quality, price, distinctiveness, availability etc. -Brand images and brand concepts can help in the ? 12. ABC Company is considering two alternatives for the financing of a purchase of a fleet of Trucks. These two alternatives are: Issue 60,000 shares of common stock at $45 per share. (Cash dividends have not been paid nor is the payment of any contemplated). Issue 10%, 10-year bonds at face value for $2,700,000. It is estimated that the company will earn $800,000 before interest and taxes as a result of this Purchase. The company has an estimated tax rate of 30% and has 90,000 shares of common stock outstanding prior to the new financing