Red Bull enlisted polytechnic students as "Red Bull student brand managers" to distribute samples,research drinking trends,design on-campus product promotion activities,and write stories for student newspapers.From a marketing management perspective,which of the following brand equity drivers is most applicable in the given scenario?
A)the profitability associated with brand development
B)associations indirectly transferred to the brand by linking it to a person
C)the product and all accompanying marketing activities and supporting marketing programs
D)the initial choices for the brand elements or identities making up the brand
E)associations indirectly transferred to the brand by linking it to a place

Question

Quizplus · Accepted Answer

The most applicable brand equity driver in this scenario is the product and all accompanying marketing activities and supporting marketing programs. Red Bull is utilizing its product by distributing samples and researching drinking trends to promote their brand on campus. They are also using on-campus activities and student newspapers to market their product to potential customers. These efforts are all part of the overall marketing program and support the brand's equity.

Red Bull Enlisted Polytechnic Students as "Red Bull Student Brand