Researchers Found That a Number of Well-Known Brands Tended to Be

Multiple Choice

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

A) brand perception
B) product image
C) brand personality
D) new product
E) brand equity