Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated,Joan chooses to purchase the national brand because she thinks it will work better based on the brand name alone.This is an example of the _______ benefit of brand equity for customers.

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Brands convey a perception of quality that is either positive or negative. Companies use a positive perceived quality to differentiate the product and create higher price points. Rolex watches have been able to sustain a price premium long into their life cycle because of the perceived quality in design and performance of the product.

Even Though a National Brand Pain Reliever and a Store