What is brand equity?
Brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold, and providing the security of sustained future revenues to their owner. The value directly or indirectly accrued by these various benefits is often called brand equity (Kapferer, 2005; Keller, 2003)
A basic premise of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time.
Brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold, and providing the security of sustained future revenues to their owner. The value directly or indirectly accrued by these various benefits is often called brand equity (Kapferer, 2005; Keller, 2003)
A basic premise of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time.