1. Kellogg's begins to strategize a marketing campaign for its newly acquired Gardenburger product line. Before getting too far into the process of building its brand, what needs to be used as a measuring stick for its potential new campaign?

a. competitive analysis

b. budgetary parameters

c. brand ownership understanding

-------------------------------------------------------------------------------------------------

2. Which choice below is an example of a brand identifier?

a. The Shell Oil's Yellow and red seashell logoSams memory of the speed and ease using Geicos car insurance after his last car accident

b. Sams memory of the speed and ease using Geicos car insurance after his last car accident

c. Macys reputation for excellent service and the quality items it sells

-------------------------------------------------------------------------------------------------