Which of the following successful media campaigns relied on a consumer-generated story about the brand?
a. Old Spice's Smell Like a Man, Man
b. Nike's Write the Future
c. UPS's Driver for a Day
d. Burger King's Whopper Sacrifice
e. Evian's Roller Babies
Question 2
In evaluating candidate names during the Brand Naming Process, names are evaluated using criteria such as _____.
a. managers' subjective judgment of the suitability of the name
b. consumers' awareness level
c. technological aspects of the product
d. favorability of association conjured up by the name
e. economic conditions that may impact the market