The Toyota symbol and McDonald's golden arches are referred to as a _______.
A. Brand architecture
B. Brand equity
C. Brand mark
D. Brand name
E. Brand destiny
Answer: C - The Toyota symbol and McDonald's golden arches are referred to as a brand mark. A brand mark is an element of a brand that cannot be spoken. Organizations develop a brand mark not only to distinguish their brand from competitors but also to have a memorable symbol in the minds of customers and clients. Brand marks are often copyrighted, and companies protect the marks as part of the overall organizational identity and branding strategy.