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

Question

Quizplus · Accepted Answer

The initial choice for the brand elements or identities making up the brand was the most applicable driver in the case of McDonald's using the "golden arches" and Ronald McDonald as symbols of their brand. These brand elements have become iconic and recognizable, contributing to the overall brand equity of McDonald's.

From a Marketing Management Perspective, There Are Three Main Sets