Brand equity can be measured in two ways. Which of the following would be a good representation of one of those ways?
a. Statistical analysis of demographics.
b. Secondary evaluation of governmental statistics.
c. Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing.
d. Evaluating published statistics of competitors.
e. Hiring independent evaluators.
Answer: c. Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing.