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C9: Brand Equity (BrandDynamics Pyramid (Presence, Relevance, Performance,…
C9: Brand Equity
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Branding is endowing products and services with the power of a brand. It’s all about creating
differences between products. Marketers need to teach consumers “who” the product is—by
giving it a name and other brand elements to identify it—as well as what the product does and
why consumers should care.
Brand equity is the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands
Ex: McDonalds, P&G, Adidas