When a customer believes Craftsman makes the best and most reliable tools, it is an example of:
A)brand parity.
B)brand equity.
C)brand cooperation.
D)brand decision.

Question

Quizplus · Accepted Answer

Brand equity refers to the value a brand brings to a product or service beyond the functional benefits it provides. Craftsman has brand equity in this scenario because it is perceived by the customer to be the best and most reliable tool brand. Brand parity refers to a lack of differentiation between brands, brand cooperation is not a recognized term in branding, and brand decision is not a relevant concept in this scenario.

When a Customer Believes Craftsman Makes the Best and Most