Annie loves her Guess jeans. She wants another pair of Guess jeans, but if there is a brand that has a lower price with similar quality, she will buy that pair instead. This is an example of
A. brand recognition
B. brand preference
C. brand insistence
D. nonrecognition
E. None of the above
Answer: (B) Annie prefers Guess jeans but may choose another brand if it has a lower price and similar quality. This is called brand preference. In brand recognition (A) you may not intend to purchase the product but you recognize the brand name. If Annie refused to buy any other jeans but Guess jeans, she would show brand insistence (C). Brand nonrecognition (D) is when the final consumers do not recognize a brand. Because (B) is the correct answer, (E) could not be correct.