Arizona State University (ASU) MKT300 Marketing and Business Performance Exam 2 Practice

Question: 1 / 400

Which of the following traits is connected to the Ruggedness Dimension in the Brand Personality Framework?

Dependable

Adventurous

The Ruggedness Dimension within the Brand Personality Framework embodies traits that reflect a sense of adventure, strength, and a connection to the outdoors. This dimension often characterizes brands that promote a lifestyle associated with exploration, resilience, and a rugged aesthetic.

Adventurous is closely aligned with this dimension as it encapsulates the spirit of fearlessness and a desire to engage in outdoor activities or experiences that challenge the status quo. Brands characterized by this trait often appeal to consumers who appreciate adventure, spontaneity, and a thrill-seeking lifestyle, which is essential in positioning these brands within rugged and active markets.

Traits like dependable, intelligent, and warm, while important in their own contexts, do not encapsulate the essence of ruggedness, which is fundamentally about embracing challenges and embodying a robust, adventurous spirit.

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Intelligent

Warm

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