A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called
A) the brand portfolio.
B) brand positioning.
C) brand partitioning.
D) the brand value chain.
E) the brand life cycle.

Question

Quizplus · Accepted Answer

The structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is known as the brand value chain. This process involves analyzing each stage in the marketing process to determine how it contributes to brand value creation. The brand value chain includes five stages: marketing program investment, customer mind-set, market performance, shareholder value, and brand equity. By using this approach, companies can identify which marketing activities are most effective at creating brand value and can adjust their strategies accordingly.

A Structured Approach to Assessing the Sources and Outcomes of Brand