The owners of ABC Medical Equipment have been developing the brand equity of their MRI and CAT Scan equipment.Now,when someone mentions ABC's machines,radiologists and hospital purchasing agents usually say that they have heard of ABC's offerings and are interested in learning more about them.This response signals a familiarity and potential commitment to the brand.They have achieved the _____ dimension of brand equity.

Question

Quizplus · Accepted Answer

Brand awareness refers to how familiar and recognizable a brand is to its target audience. In this scenario, the owners of ABC Medical Equipment have successfully developed brand awareness for their MRI and CAT Scan equipment as evidenced by the fact that radiologists and hospital purchasing agents have heard of their offerings and are interested in learning more about them.

The Owners of ABC Medical Equipment Have Been Developing the Brand