There Are Three Main Sets of Brand-Equity Drivers

question 71

Multiple Choice

There are three main sets of brand-equity drivers. To which set does the positioning strategy for Juicy Couture belong?

• A) other associations indirectly linked to the brand
• B) the initial choices for the brand elements
• C) the product and service and all accompanying marketing activities
• D) the extended identity elements
• E) the customer-based brand equity set

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Definitions:

Misidentifications

Misidentifications involve the incorrect recognition or identification of people, objects, or events, often occurring in psychological disorders.

Same-race Identifications

The phenomenon where individuals are more accurate in recognizing and distinguishing faces of their own racial or ethnic group than those of other groups.

Inaccuracies

Errors or mistakes in information or details.

Schemas

Frameworks of knowledge and assumptions that we have about people, objects, and events.