Question

The owners of NK Medical Equipment have been developing the brand equity of their MRI and CAT scan equipment. Now, on the mention of NK's machines, radiologists and hospital purchasing agents usually say that they have heard of NK's offerings and are interested in learning more about them. This response signals a familiarity and potential commitment to the brand. In this case, which dimension of brand equity has been achieved by NKMedical Equipment? Multiple Choice brand assets brand association brand awareness brand loyalty perceived quality

Answer 1

The answer is Brand Awareness.

Step-by-step explanation:

Brand awareness refers to a marketing term that is used to describe the degree to which consumers recognize a product when its name is mentioned. In practice, brand awareness may be as a result of the qualities that make a product or service distinct from its competition, and a high level of brand awareness could translate to a high level of patronage.

In the scenario presented above, we can see that due to the development of the brand equity of their MRI and CAT scan equipment, radiologists and hospital purchasing agents have now become familiar with the brand name NK Medical Equipment. This dimension of brand equity is brand awareness.