Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.
A) internal marketing
B) brand bonding
C) secondary associations
D) customer alignment
E) brand auditing

Question

Quizplus · Accepted Answer

Secondary associations are external linkages that facilitate the formation of strong and favorable brand associations in a customer's memory. By linking the brand to other entities such as celebrity endorsements, sponsorships, or symbols, the brand can acquire additional meaning and influence customers' attitudes and behavior toward the brand. This, in turn, helps to build brand equity over time. Internal marketing (A) refers to efforts aimed at aligning and motivating employees to deliver the brand promise consistently. Brand bonding (B) refers to creating emotional connections with customers that foster loyalty and advocacy. Customer alignment (D) refers to aligning the organization's goals and processes with the customers' needs and expectations. Brand auditing (E) refers to evaluating the company's brand equity and performance to identify areas of improvement.

Brand Equity Can Be Built by ________-Linking the Brand to Other