When Consumers Think of Harley-Davidson, the Image Is of a Masculine

Multiple Choice

When consumers think of Harley-Davidson, the image is of a masculine non-conformist. With Vespa motor scooters, they think of a brainy environmentalist. Both Vespa and Harley-Davidson __________.

A) have developed brand personalities
B) avoid brand subcultures
C) are logotypes
D) use co-branding
E) use product personification