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 trademark
B. brand equity
C. brand personality
D. brand licensing
E. brand modification

Answer 1

B. brand equity

Step-by-step explanation:

Brand equity is the value of a brand as a result of having recognition. If a company has a positive brand equity, consumers are willing to pay more its product than what they are willing to pay to the competition. According to this, Secret deodorants have more brand equity than comparable store brand deodorants as consumers are willing to pay $2.99 for Secret and $1.99 for a functionally similar store brand.