What is brand equity? Brand equity refers to the perceived value of a company, product, or service. It's based on a brand's reputation among consumers and involves factors that go beyond features, benefits and price. Consumers often make purchasing decisions based on their perception of a brand, i.e., its brand equity. Your organization's reputation affects how (and if) you are able to engage with client's in a new market.
This article explains how your brand's equity can be used to increase sales. Positive brand perception is critical to your success, especially in new markets.