Brand equity is crucially important to marketers. Marketers know that it occurs when:

a)

Customers purchase products repeatedly and habitually from a single store or a single brand of products or family line.

b)

When customers view the brand as representative of the basic service or product category.

c)

Customers are exposed to repeat sequences of advertising and marketing material.

d)

The customer has a high level of awareness and familiarity with the brand and holds strong positive associations in memory.