The value of a brand to its current owner or to a firm that wants to buy it is called
A) brand preference.
B) brand equity.
C) brand identity.
D) brand positioning.
E) brand reference.

Question

Quizplus · Accepted Answer

Brand equity refers to the value of a brand that comes from its name, recognition, reputation, and customer loyalty. It is the value a brand holds for its owner or for a potential buyer.

The Value of a Brand to Its Current Owner or to a Firm