The Value of a Brand to Its Current Owner or to a Firm

question 152

Multiple Choice

The value of a brand to its current owner or to a firm that wants to buy it is called

• A) brand preference.
• B) brand equity.
• C) brand identity.
• D) brand positioning.
• E) brand reference.

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Definitions:

Breach

The violation of a law, duty, agreement, or trust, leading to legal consequences.

Express Warranty

An explicit promise made by a seller about the quality or functionality of goods or services.

Puffing

Exaggerated or superlative comments or opinions that are subjective rather than objective, commonly found in sales and advertising.

Gorgeous

Describing something or someone as stunningly beautiful or visually very appealing.