Which of the following is not a measure of brand equity?

Question

Which of the following is not a measure of brand equity?

BlackTom AI · Accepted Answer

Question restated: Which of the following is not a measure of brand equity? Options: 1) Perceived value, 2) Brand associations, 3) Value proposition, 4) Brand awareness.

Option 1: Perceived value. This is commonly considered a component or outcome related to brand equity, reflecting how customers assess the value of the brand relative to alternatives. It ties into willingness to pay and overall brand strength, so it is generally viewed as a measure or indicator of brand equity.

Option 2: Brand associations. This refers to the mental connections and imagery tied to a brand in a consumer's mind. Strong, favorable, and unique associations are a core dimension of brand equity, making this a valid measure.

Option 3: Value proposition. The value proposition is a statement of the benefits and value a brand promises to deliver to customers. While important for positioning and marketing strategy, it is not typically treated as a direct measure of brand equity, because it describes intended value rather than a consumer-perceived or market-based metric of the brand’s strength. This distinction is why it is often considered not to be a measure of brand equity.

Option 4: Brand awareness. Being aware of a brand—recognition and recall—is a foundational measure of brand equity, reflecting the extent to which the brand is known in the marketplace.

In summary, the items in options 1, 2, and 4 align with established measures or indicators of brand equity, while option 3 (Value proposition) functions more as a strategic positioning statement rather than a direct measure of brand equity.

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

Which of the following is not a measure of brand equity?

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