9 12 15 Question 14 (2 points) The dollar amount attributed to the value of the brand, based on all the intangible qualities that create that value is called? Brand logo Brand equity Customer equity brand value Question 11 (1 point) A firm can obtain new products in two ways. One is through acquisition-by buying a whole company, a patent, or a license to produce someone else's product. The other is through the firm's own new-product development efforts True False 2 Question 8 (1 point) what influences the consumer behavior? social factor personal factor cultural factor all of the above