Marketing communications can contribute to brand equity by establishing the brand in memory and ________.

Question

Quizplus · Accepted Answer

Marketing communications can help create a brand image in the minds of consumers, which is a key component of brand equity. This image may include perceptions of the brand's personality, values, benefits, and distinctive attributes. By establishing the brand in memory through effective marketing communications, consumers are more likely to remember the brand and develop positive associations with it, leading to increased brand equity over time. While creating interest, communicating quality, creating demand, and introducing new products to the market are all important goals of marketing communications, they do not directly contribute to brand equity in the same way that creating a brand image does.

Marketing Communications Can Contribute to Brand Equity by Establishing the Brand