A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________.
A) the brand value chain
B) the brand portfolio
C) the brand life cycle
D) brand partitioning
E) brand positioning

Question

Quizplus · Accepted Answer

The term "brand value chain" refers to the structured approach used to evaluate the sources and outcomes of brand equity, as well as the way marketing activities contribute to the financial worth of a brand. Therefore, option A is the correct choice. The brand portfolio refers to the overall collection of brands owned by a company, the brand life cycle describes the stages a brand goes through from introduction to decline, brand partitioning refers to the process of dividing a brand into different segments, and brand positioning refers to the way a brand is perceived in the minds of consumers relative to its competitors.

A Structured Approach to Assessing the Sources and Outcomes of Brand