The building or reinforcement of consumer-franchise or equity for a brand:

Question

Quizplus · Accepted Answer

While advertising can certainly play a role in building brand equity, carefully planned sales promotion programs can also be effective in creating strong connections and loyalty with consumers. Trade-oriented promotions may help with distribution and reach, but consumer-oriented promotions are more likely to build brand equity directly with the end user. And while economic prosperity can contribute to consumer loyalty, it is not a guarantee and cannot replace deliberate efforts to build brand equity.

The Building or Reinforcement of Consumer-Franchise or Equity for a Brand