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:

Carrying Value

The net amount at which an asset or liability is valued on the balance sheet, taking into account factors such as depreciation, amortization, and impairment.

Fair Value

An estimate of the market value of an asset or liability, based on the price at which participants would willingly transact in an orderly transaction.

Trading Securities

Financial instruments that are purchased with the intention of selling them in the short term to profit from price fluctuations.