Which of the following is NOT a component of brand equity?

• A. Brand loyalty
• B. Brand authenticity
• C. Perceived quality
• D. Brand associations

Answer: (B)

Brand equity is built from the perceptions and relationships customers have with a brand, and the most widely recognized components are loyalty, awareness, perceived quality, and the associations people have with the brand. Brand loyalty reflects how strongly customers stick with the brand and advocate for it. Perceived quality captures how good the product or service seems to customers, often relative to competitors. Brand associations are the notes and meanings tied to the brand in memory—attributes, benefits, or symbols that help it stand out. Brand authenticity, while valuable for trust and credibility, isn’t typically listed as one of the core brand equity components in standard models. It can influence how customers perceive the brand and strengthen the overall image, but it’s not a core building block in the same way the other elements are.