What isWhat isBBrand Equityrand Equity
BrandBrand
as a “name, term, sign, symbol, or design, or aas a “name, term, sign, symbol, or design, or acombination of them, intended to identify the goodscombination of them, intended to identify the goodsor services of one seller or group of sellers & toor services of one seller or group of sellers & todifferentiate them from those of competitors”.differentiate them from those of competitors”.A brand is thus a product or service that addsA brand is thus a product or service that addsdimensions thatdimensions thatdifferentiatedifferentiateit in some way fromit in some way fromother products or services designed to satisfy theother products or services designed to satisfy thesame need. These differences may be functional,same need. These differences may be functional,rational, or tangible - related to product performancerational, or tangible - related to product performanceof the brand. They may also be more symbolic,of the brand. They may also be more symbolic,emotional or intangible - related to what the brandemotional or intangible - related to what the brandrepresents.represents.
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