From a Marketing Management Perspective, There Are Three Main Sets

question 12

Multiple Choice

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

• A) the product and all accompanying marketing activities and supporting marketing programs
• B) the service and all accompanying marketing activities and programs
• C) the initial choices for the brand elements or identities making up the brand
• D) associations indirectly transferred to the brand by linking it to some other entity
• E) the profitability associated with brand development

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Definitions:

Licensing

A business agreement in which one party allows another to use its brand, patent, or technology for a fee or royalty.

Turnkey Operations

A type of project that is constructed so that it can be sold to any buyer as a completed product or operation.

Turnkey Operation

A type of project that is constructed so that it can be sold to any buyer as a completed product or service.

Multinational Companies

Corporations that operate in multiple countries outside of their original or home country.