The Brand Equity Primer

The Brand Equity Primer explains how a brand’s value is shaped by what consumers think and feel about it. It includes factors like brand awareness (how well people know it), perceived quality (the trust in its products), brand associations (images or emotions linked to it), and brand loyalty (repeat customers). Strong brand equity makes a brand more appealing, trustworthy, and able to command higher prices. Essentially, it’s the overall reputation and emotional connection a brand builds over time, which influences consumer choices and can give a competitive advantage in the marketplace.