Brand Equity

Brand Equity

Brand Equity Jonathan Poland

Brand equity refers to the value that a brand adds to a product or service. It is the positive perception that consumers have of a brand, which can influence their purchasing decisions and drive loyalty.

There are several factors that contribute to brand equity:

  1. Brand awareness: This refers to the extent to which consumers are familiar with a brand. High levels of brand awareness can lead to positive associations with the brand and increased likelihood of purchase.
  2. Brand associations: These are the thoughts, feelings, and perceptions that consumers have about a brand. Positive brand associations can contribute to brand equity by creating a favorable image in the minds of consumers.
  3. Brand loyalty: Loyal customers are more likely to continue purchasing from a brand and recommend it to others, which can contribute to brand equity.
  4. Brand value: The perceived value of a brand can impact consumers’ purchasing decisions and contribute to brand equity. This includes both the functional value of a product or service, as well as the emotional value that it provides.
  5. Brand personality: The personality of a brand can also contribute to its equity. A brand that is perceived as trustworthy, friendly, or innovative can have a positive impact on consumers’ perceptions of the brand.

Overall, brand equity is the value that a brand adds to a product or service, and it is influenced by a range of factors including brand awareness, associations, loyalty, value, and personality. A strong brand equity can drive customer loyalty and increase the perceived value of a brand’s products or services.

Some examples of brand equity include: 

  1. Nike: Nike is a well-known and highly respected brand in the sports and fitness industry. Its strong brand equity is built on a combination of high-quality products, a strong brand personality (associated with athleticism and determination), and a loyal customer base.
  2. Apple: Apple is another brand with strong brand equity, particularly in the technology industry. Its brand is associated with innovation, design, and high-quality products, and it has a loyal customer base that is willing to pay premium prices for its products.
  3. Coca-Cola: Coca-Cola is a global brand with strong brand equity in the beverage industry. Its brand is associated with feelings of happiness and positivity, and it has a long history and strong presence in the market, which contribute to its strong brand equity.
  4. Amazon: Amazon is a brand with strong brand equity in the e-commerce industry. Its brand is associated with convenience, reliability, and a wide selection of products, which contribute to its strong customer loyalty and positive perception.
  5. Disney: Disney is a brand with strong brand equity in the entertainment industry. Its brand is associated with magic, imagination, and family-friendly experiences, and it has a loyal customer base that is willing to pay premium prices for its products and experiences.
Learn More
Customer Satisfaction Jonathan Poland

Customer Satisfaction

Customer satisfaction is the practice of measuring how happy customers are with a brand’s products and services. This is typically…

Price Optimization Jonathan Poland

Price Optimization

Price optimization is the process of using data and analytical methods to determine the optimal price for a product or…

Bankability Jonathan Poland


Bankability is a term used to describe the ability of a project or venture to secure financing from a lender…

Value Creation Jonathan Poland

Value Creation

Value creation refers to the process of creating outputs that have a higher value than the inputs used to produce…

Pricing Strategy Jonathan Poland

Pricing Strategy

Pricing strategy is the process of determining the right price for a product or service based on market conditions, business…

Types of Work Jonathan Poland

Types of Work

Work refers to any productive activity or pursuit that is undertaken in order to create value. There are countless types…

Turnaround Strategies Jonathan Poland

Turnaround Strategies

A turnaround strategy is a plan to rescue an organization, department, or team that is experiencing failure or underperforming. This…

Settlement Risk Jonathan Poland

Settlement Risk

Settlement risk is the risk that a trading counterparty will not deliver a security or asset as agreed upon in…

Risk Management Jonathan Poland

Risk Management

Risk management is the process of identifying, assessing, and prioritizing risks in order to minimize their potential impact on an…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

Agency Cost Jonathan Poland

Agency Cost

An agency cost is an inefficiency that arises when there are differences in the motivations and access to information between…

Algorithmic Pricing Jonathan Poland

Algorithmic Pricing

Algorithmic pricing involves using automation to set prices dynamically based on a variety of factors, such as customer behavior, market…

Human Resources Jonathan Poland

Human Resources

Human resources is the department within a business that is responsible for managing and coordinating the people who work for…

What is an Economic Bad? Jonathan Poland

What is an Economic Bad?

An economic bad refers to a negative outcome or impact that results from business activity and consumption. This is in…

Implementation Jonathan Poland


Implementation is the process of putting a plan or idea into action. In a business context, implementation refers to the…

Perfect Competition Jonathan Poland

Perfect Competition

Perfect competition is a theoretical market structure in which a large number of buyers and sellers participate and no single…

Automation Jonathan Poland


Automation refers to the use of technology to perform tasks that were previously done manually. In recent years, automation has…

Contract Risk Jonathan Poland

Contract Risk

Contract risk refers to the potential negative consequences that a business may face as a result of issues or problems…

Employee Benefits Jonathan Poland

Employee Benefits

Employee benefits are additional forms of compensation offered to employees as part of their overall remuneration package. These benefits can…