One key feature of the value of a brand is that:

Question

BlackTom AI · Accepted Answer

When evaluating the statement about the value of a brand, it helps to consider what brand value is expected to do in the market.
Option 1: 'it no longer needs to be supported by advertising and promotion.' This is generally false; even strong brands rely on ongoing advertising and promotion to defend their position, reinforce associations, and prevent erosion of value over time. Marketing support remains a tool to sustain brand equity rather than a one-time effort.
Option 2: 'it often protects the firm from competition.' This is the core idea behind brand value: a strong brand creates customer loyalty, signals quality, and differentiates offerings, making it harder for rivals to win share. Brand protection is a key economic benefit because it translates into pricing power, repeat business, and resilience against competitors' moves.
Option 3: 'it is associated with the features of the product, rather than the benefit it delivers.' Brands typically symbolize the benefits and outcomes to customers, not merely the raw features. Focusing only on features ignores the experiential and functional benefits the brand promises, which is central to brand value.
Option 4: 'if it is a generic name, it is worth more' This is generally inaccurate; generic or non-distinctive names tend to have less brand value, whereas distinctive brands with strong associations are more valuable. A generic name often signals lower perceived differentiation and weaker branding potential.

COMM_V 296 103 104 2025W1 Prep Quiz #10 - Product Strategy, Part 2

One key feature of the value of a brand is that:

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