Consumers to make quick decisions the brand a

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consumers to make quick decisions, the brand: A. establishes novelty. B. is the only one the consumer will consider. C. reduces delivery costs. D. facilitates purchasing. E. creates brand dilution. A brand can facilitate purchasing because the customer can quickly recognize it and decide whether or not to purchase it based on brand associations. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 10-04 Identify the advantages that brands provide firms and consumers. Topic: Branding 37. (p. 210) Parents of young children have been known to drive out of their way so their kids will not see McDonald's Golden Arches and plead with their parents to stop. For McDonalds, the Golden Arches reduce marketing costs because people (including young children): The Golden Arches are a brand symbol for McDonald's. The company has invested in ensuring that consumers recognize the symbol and associate it with the brand. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-04 Identify the advantages that brands provide firms and consumers. Topic: Branding 38. Firms with well-known brands can spend relatively
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(p. 212) less on marketing costs than firms with little-known brands because: Once a brand has established strong associations with its name, the firm may be able to spend less on promotion since consumers already recognize the brand and know what it stands for. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-04 Identify the advantages that brands provide firms and consumers. Topic: Branding 39. (p. 212) Brands are assets that can be legally protected through: Brands can be legally protected through copyrights and trademarks. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-04 Identify the advantages that brands provide firms and consumers. Topic: Branding 40. (p. 213) Firms with upscale brands like Rolex and Gucci
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