Click It, Inc.
Travis is a salesperson for Click It, Inc.Click It does not sell products with its own brand name.Instead, its products are created for different retail stores and carry the store brand.Travis thought that several changes needed to be made to a particular product, but Click It management reminded him that the stores, not Click It, owned the brand.
However, because Click It had been concerned about dropping sales, management listened to Travis's concerns about the company's pricing.He suggested using a different pricing strategy.More specifically, he felt that the company should incorporate a multiple-unit pricing strategy because it would then allow Click It to set a single price for multiple units.This had the potential of increasing sales and therefore profits, so management agreed to consider Travis's suggestion.
-Refer to Click It, Inc.When Travis thinks of products and brands adding value to the company that sells them, which concept is he referring to?
A) equilibrium brand
B) brand extension
C) generic name
D) brand demand
E) brand equity

Question

Quizplus · Accepted Answer

Travis is referring to brand equity, which is the value added to a product or company because of the brand name and reputation. Although Click It does not sell products with its own brand name, it creates products for other retail stores, which carry the store brand. Therefore, the value of Click It's products is tied to the brand equity of the retail stores it supplies. Travis believes that by changing the pricing strategy, Click It can increase sales and ultimately enhance the brand equity of the retail stores.

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