第七章Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?
the profitability associated with brand development
the initial choices for the brand elements or identities making up the brand
associations indirectly transferred to the brand by linking it to a person
答案:the product and all accompanying marketing activities and supporting marketing programs
Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.
value propositions
perceptions
elementsIf consumers can easily recall and recognize a brand element, the brand element is said to be ________.
adaptable
memorable
meaningfulTo achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.When a firm uses an established brand to introduce a new product, it is called a brand ________.
valuation
harmonization
positioningThe introduction of Diet Coke by the Coca-Cola Company is an example of ________.
brand harmonization
line extension
brand dilutionFlankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.What roles can brand play as part of a portfolio?When a firm uses an established brand to introduce a new product, the product is called a ().reflects the number and nature of both common and distinctive brand elements.In leveraging secondary associations, linking a brand to someone or something else can be risky because anything bad that happens to that other entity can also be linked to the brand.Integrated marketing is to create brand equity by linking the brand to other information in memory that conveys meaning to consumers.
温馨提示支付 ￥3.00 元后可查看付费内容,请先翻页预览!
