Which of the following statements about brand equity is NOT true?
A. Brand equity refers to the brand's value to an organization.
B. The highest level of brand equity involves establishing product benefits.
C. Brand equity can provide a competitive advantage.
D. Brand equity means a brand has customer loyalty.
E. Brand equity gives a firm the power to capture and hold onto a larger share of the market and to sell at prices with higher profit margins.
Answer: B
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