Brand equity improves... Select all that apply.

Explanation: The selected answers, **Pricing power**, **Category security**, and **Competitive advantage**, are correct. Brand equity, which represents the intangible value and perception associated with a brand, improves in various ways. Firstly, it enhances pricing power, allowing companies to command higher prices for their products or services due to the perceived value and trustworthiness associated with their brand. Secondly, it strengthens category security by establishing a brand's dominance and credibility within its industry, making it more resilient to market fluctuations and competitive pressures. Lastly, it provides a competitive advantage by differentiating the brand from its competitors, fostering customer loyalty, and attracting new customers based on the perceived value and reputation of the brand. Therefore, these factors contribute significantly to the enhancement of brand equity, reflecting the correct options marked in the question.