Keller (2003)argues that the building block on which all components of brand equity are founded is brand ________.

Question

Quizplus · Accepted Answer

According to Keller (2003), brand salience, which refers to the extent to which a brand is noticeable and top-of-mind for consumers when considering a particular product category, is the building block on which all components of brand equity are founded. Without salience, consumers are unlikely to be aware of or consider the brand, let alone form positive associations or loyalty towards it. Therefore, brand salience is a fundamental prerequisite for developing strong brand equity. The other answer choices are not explicitly mentioned as the foundation of brand equity by Keller (2003).

Keller (2003)argues That the Building Block on Which All Components