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Marketing term that describes a brand's value, which is determinate by the customer perception and experience with the brand.

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Companies can charge more for a product.

That equity can be transferred to line extensions.

It can help boost a company’s stock price.

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1. Awareness

2. Recognition

3. Trial

4. Preference

5. Loyalty

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The brand is introduced to its target audience with advertising.

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Customers become familiar with the brand & recognize it.

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They know what it is or stands for and try it.

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The consumer has a good experience with the brand & it becomes the preferred choice.

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Users not only recommend it to others, it becomes the only one they will buy and use in that category.

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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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Help communicate information

Differentiate/Position

Reason-to-buy

Create positive attitude/feelings

Basis for extensions