When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely vision associated with that brand name.With Vespa motor scooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match.Both Vespa and Harley-Davidson
A) have brand personalities.
B) have created brand mannerisms.
C) are symbolic brands.
D) use brand personification.
E) use product personification.
Correct Answer:
Verified
Q187: A marketing decision in which an organization
Q188: The term branding refers to
A)the licensing of
Q189: Consumer advocates believe the practice of downsizing
Q190: The added value a brand name gives
Q191: For consumers, the primary benefit of branding
Q193: Brand name importance to a company has
Q194: Any word, device (design, sound, shape, or
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Q196: The apple that appears on every Apple
Q197: FIGURE 11-8 ![]()
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