Question

17.

1. Sometimes product characters can generate human qualities, e.g. the Jolly Green Giant or the M&M "spokes-characters" . The criteria which this represents is:

   		Memorable
   		Likeable
   		Protectable
   		Adaptable

18.

Brands can reduce the risks in product decisions. A consumer purchases an automobile expecting to get 30mpg. He is disappointed in the fact the auto is only getting 23mpg. The type of risk in buying this product is:

		Financial
		Physical
		Functional
		Social

19.

Crayola Brand extended its brand to additional product categories - Crayola Chalk; Crayola Glitter Glue; Crayola Scissors. The criteria which this represents is:

		Meaningful
		Transferable
		Protectable
		Adaptable

20.

A consumer perceives that all Apple products are of the highest quality and excellent resolution. Apple is establishing:

		Brand Awareness
		Brand recognition
		Brand attributes
		Brand benefits

Answer 1

QUESTION 17

THE CRITERIA IS LIKEABLE

As this criteria suggest that the brand should be interesting ,fun and unique in some of its way so that people would love it for e.g M&M spoke characters are developed to attract the kids and kids are attracted to those things that are unique ,something catchy ,funny and are part of fantasy world as one would never see these things talk in real world and it resemble of some cartoon characters as well.Hence,this criteria is likeable as given in this question these brands generate liking for people to not only use them just for the sake of necessity but also love them .