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 equity driver that is most applicable in this scenario is the associations indirectly transferred to the brand by linking it to a place or thing. The brand name and its meaning refer to a specific latitude that runs through New Zealand, which creates an association between the brand and the place. This association can be leveraged to enhance brand equity and create a unique selling proposition for the vodka.

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