Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.
A) inept set
B) loyalty set
C) preference group
D) brand group
E) consideration set

Question

Quizplus · Accepted Answer

The consideration set refers to the specific brands that a customer considers when making a purchase decision. A familiar brand is more likely to be included in a customer's consideration set than an unfamiliar brand, hence making it important for brand equity.

Brand Name Awareness Is an Important Element of Brand Equity