Question

Consumers value Secret antiperspirant deodorants more than they value store brand antiperspirant deodorants and are willing to pay $2.99 for Secret but only $1.99 for a functionally similar store brand. In other words, Secret deodorants have more _______________ than comparable store brand deodorants.a) brand personalityb) brand equityc) brand licensingd) brand trademarke) brand modification

Answer 1

b) brand equity

Step-by-step explanation:

Consumers value Secret antiperspirant deodorants more than they value store brand antiperspirant deodorants and are willing to pay $2.99 for Secret, but only $1.99 for a functionally similar store brand. In other words, Secret deodorants have more brand equity than comparable store brand deodorants.

Answer 2

b) brand equity

Step-by-step explanation:

The bran equity represents the value of the bran in the consumer perception. The positive Secret brand equity allows them to charge an additional price for his product. It is a premium generated from a product which differentiates form the generic equivalent.

Among other possible benefit, Secret brand equity will extend to other products and can even make the stock price of the company goes up.