The Brand Name of New Zealand Vodka 42BELOW Refers to Both

question 152

Multiple Choice

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?

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

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