Brand equity can be measured in two ways. Which of the following would be a good representation of the direct approach?
A) statistical analysis of demographics
B) assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
C) evaluating published statistics of competitors
D) secondary evaluation of governmental statistics
E) identify and track consumer brand knowledge structures

Question

Quizplus · Accepted Answer

The direct approach to measuring brand equity involves assessing the actual impact of brand knowledge on consumer response to different aspects of marketing. This method directly evaluates the relationship between brand knowledge and consumer behavior, providing a more accurate indication of brand equity. Statistical analysis of demographics (A) and secondary evaluation of governmental statistics (D) are not direct measures of brand equity. Evaluating published statistics of competitors (C) and identifying and tracking consumer brand knowledge structures (E) are indirect measures of brand equity.

Brand Equity Can Be Measured in Two Ways