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

Question

Quizplus · Accepted Answer

The brand name 42BELOW has associations linked to a specific latitude, which indirectly transfers positive associations to the brand, making it unique and memorable. This is an example of the brand equity driver of the associations indirectly transferred to the brand by linking it to a place or thing.

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