Question

If adidas were to conduct a survey to find out what percentage of consumers could identify the "three stripe" logo as belonging to the adidas brand, which aspect of brand equity would they be measuring? brand value brand ownership brand loyalty brand awareness perceived value

Answer 1

They would be testing brand awareness

Answer 2

They are measuring the Brand Awareness aspect of their brand equity.

Brand awareness is the level to which the consumers are aware or known of their brands. This not only includes the name of the brand, but also the image, logos, and qualities of the brand.

In this example, Adidas wanted to know the percentage of the consumers who can identity the new 'three stripe' logo as belonging to the Adidas brand. They wanted to know that how much their consumers are aware of the changing made by them, and how closely the consumers perceive them. So they conducted the surveys.