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Brand equity is a marketing term that describes a brand’s value. 

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Brand equity is a marketing term that describes a brand’s value. 

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That value is determined by consumer perception of and experiences with the brand.

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When a brand consistently under-delivers and disappoints to the point where people recommend that others avoid it, it has negative brand equity.

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Companies can charge more for a product with a great deal of brand equity

That equity can be transferred to line extensions – products related to the brand that include the brand name – so a business can make more money from the brand.

It can help boost a company’s stock price

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Brand equity develops and grows as a result of a customer’s experiences with the brand. The process typically involves that customer or consumer’s natural relationship with the brand that unfolds following a predictable model

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The brand is introduced to its target audience  using  advertising
in a way that gets it noticed.

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Now that they recognize the brand and know what it is or stands for, they try it

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When the consumer has a good experience with the brand, it becomes the preferred choice.

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After a series of good brand experiences

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• Reduced marketing costs
• Trade leverage
• Attracting new customers via awareness and reassurance
• Time to respond to competitive threats

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• Anchor to which other associations can be attached
• Familiarity which leads to liking
• Visibility that helps gain consideration
• Signal of substance/commitment

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Brand Associations, including Perceived Quality

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Brand Associations, including Perceived Quality

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• Help communicate information
• Differentiate/Position
• Reason-to-buy
• Create positive attitude/feelings
• Basis for extensions

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The introduction of brand loyalty to the model was and is still controversial as other conceptualizations position brand loyalty as a result of brand equity

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Brand equity also provides value to customers.

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This model provides one perspective of brand equity as one of the major components of modern marketing alongside the marketing concept, segmentation, and several others.

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This model provides one perspective of brand equity as one of the major components of modern marketing alongside the marketing concept, segmentation, and several others.

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Brand Associations, including Perceived Quality

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Brand Associations, including Perceived Quality

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• Help communicate information
• Differentiate/Position
• Reason-to-buy
• Create positive attitude/feelings
• Basis for extensions