Which of the following best lists the four components of brand equity?

• A. Brand awareness, brand loyalty, perceived quality, brand associations
• B. Brand awareness, market share, price, distribution
• C. Brand loyalty, advertising, packaging, channel
• D. Brand equity equals revenue

Answer: (A)

Brand equity rests on how customers know and feel about a brand. The four elements that comprise it are brand awareness, brand loyalty, perceived quality, and brand associations. Brand awareness means people can recognize or recall the brand when considering products in the category; without awareness, the other elements can’t matter. Brand loyalty measures the strength of a customer’s preference and their likelihood to repurchase, sustaining demand and often supporting premium pricing. Perceived quality is the customer’s judgment of overall excellence relative to alternatives, shaping choices even when features and price are similar. Brand associations are the mental links—the attributes, benefits, and personality—that people connect with the brand, giving it a distinctive meaning in the market. Together, these components build how valuable the brand is in the minds of consumers.

The other options mix in market performance metrics like market share or revenue or pull in marketing-mix elements such as advertising, packaging, or distribution, which are not the four core components of brand equity itself.