What is Equity

brand can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. For a brand to be strong, must achieve two things over time: retain current customers and attract new ones. If a brand does these things well, to strengthen against the competition and bring more profits to their owners.

breaking down the definition of "brand" into its two components, we can easily determine a reliable way to measure brand equity, and for monitoring changes in the brand during vremena.Komponente brand, retain and attract customers, arising from the experiences of people with and perception of the brand.

the ability to retain customers is largely experiential. High equity brands show greater levels of customer satisfaction and loyalty. History has shown that consumers will still buy the brand that offers them "their money's worth ."

the ability to attract new customers is largely perceptual. Since customers do not have a real brand experience, they must go by what they hear, see and believe about brandu.Dva primary ways the market receives this information is through messages controlled by marketing, such as advertising and PR efforts, as well as uncontrolled messages such as press stories and "word of mouth ."