CarryOn, a manufacturer and seller of luggage and briefcases, has found marketing research indicates durability is the attribute that consumers most desire in their products. CarryOn now emphasizes durability in all of their promotional efforts. This strategy is intended to build brand equity.

Question

Quizplus · Accepted Answer

Perceived quality is an important part of brand equity. The key to creating the perception of quality is to identify what consumers look for in a high-quality product and then make sure that the company uses this information when it sends messages about its product. The intended goal of brand equity is to establish the firm's brand name as the generic name for the product.

CarryOn, a Manufacturer and Seller of Luggage and Briefcases, Has