Question

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

a. The initial choices for the brand elements or identities making up the brand.
b. The profitability associated with brand development.
c. The product and all accompanying marketing activities and supporting marketing programs.
d. The service and all accompanying marketing activities and supporting marketing programs.
e. Associations indirectly transferred to the brand by linking it to some other entity.

Answer 1

a. The initial choices for the brand elements or identities making up the brand.

Step-by-step explanation:

Marketing management focuses on the application of techniques and methods inside the organisations and their marketing resources and activities.

McDonald’s decided to use the "golden arches" and Ronald McDonald as symbols of their brand as the initial choices for the brand elements or identities making up the brand.