Asked by Daysi Antillo on Jun 26, 2024
Verified
The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration. If consumers make a connection between the Doritos brand and this promotional effort, then Doritos has created
A) brand ownership.
B) a brand extension.
C) brand loyalty.
D) brand dilution.
E) a brand association.
Brand Association
The mental links that consumers make between a brand and its key product attributes; can involve a logo, slogan, or famous personality.
Live Mas
The brand slogan of Taco Bell, encouraging a lifestyle of living more fully or adventurously.
Lifestyle Aspiration
The goals or standards of living that an individual or group strives to achieve, often influenced by cultural, social, and economic factors.
- Perceive the fundamental importance of brand equity, recognition, and linkages in marketing methodologies.
Verified Answer
VM
Victoria MoralesJul 01, 2024
Final Answer :
E
Explanation :
The promotional effort of "Live Mas" is meant to create a brand association between the Doritos brand and a lifestyle aspiration. If consumers make this connection, they are more likely to develop a positive view of the brand and potentially become loyal customers. This is not an example of brand ownership, brand extension, brand loyalty, or brand dilution.
Learning Objectives
- Perceive the fundamental importance of brand equity, recognition, and linkages in marketing methodologies.