These associations can vary according to their favorability, strength, and uniqueness. Considering these aspects, a brand may have a positive customer based brand equity, when consumers are more accepting of a new brand extension, less sensitive to price increases and withdrawal of advertising support or more willing to seek the brand in a new distribution channel etc., which means they react favorably to marketing activity of the brand as compared to an unnamed or fictitiously named version of the product, or a negative customer based brand equity when consumers react less favorably to marketing activity for the brand in the same comparison context.