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?

A) the product and all accompanying marketing activities and supporting marketing programs

B) the service and all accompanying marketing activities and programs

C) the initial choices for the brand elements or identities making up the brand

D) associations indirectly transferred to the brand by linking it to some other entity

E) the profitability associated with brand development

C) the initial choices for the brand elements or identities making up the brand

Explanation:

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?

Brand equity has to deal with the value a product delivers to its customers/consumers. It is basically the perception which the customers has on a product based on its experience. it can either be positive or negative

when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand, the driver used was the initial choices for the brand elements or identities making up the brand

C) the initial choices for the brand elements or identities making up the brand

Explanation:

The choice for brand elements refers to logos, symbols, characters, slogans, among other elements that play a prominent role to reach customers and generate brand awareness so people will recognize the brand. That's why this is the most applicable driver when McDonald decided to use the golden arches and Ronald McDonald as symbols.