Brand Equity

Concept Briefing:

Brand equity is the value built-up in a brand. The value of a company's brand equity can be calculated by comparing the expected future revenue from the branded product with the expected future revenue from an equivalent non-branded product. This calculation is at best an approximation. This value can comprise both tangible, functional attributes (eg. TWICE the cleaning power or HALF the fat) and intangible, emotional attributes (eg. The brand for people with style and good taste).

Brand equity can be positive or negative. Positive brand equity is created by a history of effective promotion and consistently meeting or exceeding customer expectations. Negative brand equity is usually the result of bad management.

Need more information on Brand Equity?

Enter your search terms

Submit search form

16.01.2007. 20:27