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Brand equity is the value of a brand, determined by the consumer’s perception of its quality and desirability. It is based on factors such as the brand’s recognition, customer loyalty, and customer satisfaction

Brand equity is a multidimensional and complex concept, but understanding it remains critical for a brand to achieve its modest potential. Its complexity is confirmed by a wide range of perceived interpretations and definitions attempted by scholars and practitioners.

 Importance of Brand Equity

  • Brand equity is important for several reasons. One of the reasons is the increase in customer loyalty. Strong brand equity can lead to higher customer loyalty, as consumers are likelier to choose a brand they know and trust. This can lead to recurring purchases and a more stable customer base.
  • Another reason is the higher apparent value. Brands with strong value can often command higher prices for their products or services as consumers perceive them to be of greater value. A strong brand can also give a company a competitive advantage in the marketplace, as consumers are likelier to choose a familiar brand over a lesser-known one.
  • This can help the company gain greater market share, as consumers are likelier to choose a trusted brand over the competition. In addition, brands with strong value often have a positive reputation and can offer high-quality products or services, leading to higher customer satisfaction.

Fundamentals of Brand Equity

Brand Equity has four scopes:

  1. Brand Loyalty
  2. brand Awareness
  3. brand Relations
  4. Perceived Quality

Each providing value to a company in many ways. Once a brand identifies brand equity value, it can follow this roadmap to build and manage that potential value.

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