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22 September, 05:04

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?

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  1. 22 September, 05:48
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    Linkage to place/thing

    Explanation:

    Brand Equity refers to the value a consumer derives of a product which is solely attributable to it's brand name and not the product in itself. It happens when a company has successfully created a brand name that has attained popularity among people.

    In the given case, the name of the vodka has been uniquely crafted which bears linkage to alcohol content and the geographical location of the country. These act as drivers to consumer's curiosity and generate interest,

    At the same time, such unique name distinguishes the product from those of the competitors.
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