Brand Equity Can Be Measured in Two Ways

question 78

Multiple Choice

Brand equity can be measured in two ways. Which of the following would be a good representation of the direct approach?

• A) statistical analysis of demographics
• B) assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
• C) evaluating published statistics of competitors
• D) secondary evaluation of governmental statistics
• E) identify and track consumer brand knowledge structures

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Definitions:

External, Situational

Factors or circumstances in the environment that are outside of an individual's control but can affect their behavior or decisions.

Geert Hofstede

is a social psychologist known for his research on cross-cultural groups and organizations, especially for developing cultural dimensions theory.

National Cultures

The shared customs, traditions, behaviors, and beliefs characteristic of a particular country or group of people.

Structured VS. Unstructured

A comparison between organized, clearly defined methods and those that are more flexible, lacking specific procedures or rules.