Brand Equity: What is it, why does it matter, and how do you build it?
Coca-Cola, Goodyear, Jell-O, Tide, Gillette, Kellogg’s—what do these brands have in common? High brand equity. Each of these brands has a widely known reputation for a certain type of product with an expected level of consistent quality that has lent itself to consumer confidence. We buy these brands because we know and trust them;