The Value Consumers Assign to a Brand Above and Beyond

question 75

Multiple Choice

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

• A) brand solvency
• B) brand liquidation
• C) brand image
• D) brand equity
• E) brand leverage

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Definitions:

Price Sensitivity

The degree to which the price of a product or service affects consumers' purchasing behaviors.

Co-Branding

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company’s brand.

Negative Publicity

Unfavorable media coverage or public opinion, which can harm a business or individual’s reputation and image.

Private Label Brands

Brands owned by a retailer or supplier but manufactured by a third party, normally sold exclusively in the brand owner's stores.