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ShadyAh ShadyAh
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6 years ago
What is brand equity?  Discuss a brand that you think has brand equity and illustrate how this brand equity has been achieved.
Textbook 
Integrated Marketing Communications: Strategic Planning Perspectives

Integrated Marketing Communications: Strategic Planning Perspectives


Edition: 5th
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6 years ago
Brand equity is the value (monetary or non-monetary) to its owners, influenced by brand name awareness, degree of customer loyalty, perceived quality, and the brand's association with a certain attribute.  It is also the consumer’s preference for that brand.  That preference could be personal and sometimes unexplainable.  Examples will vary.
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