When consumers react more favorably to a brand than to a generic or unbranded version of the same product, the brand is said to have positive brand equity.

Question

Quizplus · Accepted Answer

Positive brand equity refers to the perceived value or preference that consumers have for a particular brand over the unbranded or generic version of the same product. This results in higher brand loyalty and willingness to pay a premium price for the branded product.

When Consumers React More Favorably to a Brand Than to a Generic