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?

Six brand elements assist in brand building. Which of the following would NOT be among those preferred brand elements?

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Brand names are not the only important brand element. Often, ________, the more important it is that brand elements capture the brand’s intangible characteristics.

With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful “hooks” or “handles” to help consumers grasp what the brand is and what makes it special.

A few good illustrations of power brand elements are Nike’s “swoosh” logo, the empowering “Just Do It” slogan, and the mythological “Nike” name based on the winged goddess of victory.

One of the selection criteria for creating a successful brand element is that it should be protectible.

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of its corresponding category.

Although initially an online book seller, Amazon.com chose not to call itself “Books ‘R’ Us,” enabling it eventually to sell a wide range of products. This naming decision makes the brand element more ________.

The face of Betty Crocker has been updated several times in the past 75 years without losing any of its brand recognition. This brand element is ________.

The famous “Plop, plop, fizz, fizz! Oh, what a relief it is!” campaign is a good example of what is called a brand ________.