Brand equity is defined as the amount of capital a firm has invested in a product. This amount may include advertising and promotional expenses, plus the pro-rated cost of the sales force needed to sell the product.

Question

Quizplus · Accepted Answer

Brand equity refers to the value and strength of a brand that determines its worth. It is based on consumer perceptions, experiences, and associations with the brand, not just the capital invested in the product.

Brand Equity Is Defined as the Amount of Capital a Firm