Imagine a company has developed an antiseptic that will kill 100 percent of all bacteria at a cut site. Before introducing the antiseptic to the market, its manufacturer is trying to get the support of the American Red Cross for the product. The company's believes because of consumers' feelings about the integrity of the Red Cross organization, it will benefit if it can use the American Red Cross logo in its packaging. The antiseptic manufacturer is trying to take advantage of the Red Cross's:

Question

Quizplus · Accepted Answer

The antiseptic manufacturer is trying to leverage the positive brand equity of the American Red Cross. Positive brand equity refers to the value a brand adds to a product or service based on consumers' perception, recognition, and trust in the brand. By associating its product with the Red Cross, the manufacturer hopes to benefit from the organization's strong reputation and trustworthiness.

Imagine a Company Has Developed an Antiseptic That Will Kill