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Brand equity
The value your brand adds on top of the product itself: why people pick you, pay more or come back.
Why it matters
Strong equity means less competing on price and more customers who refer others.
An example
Two coffee shops sell similar coffee. One has loyal regulars who bring friends and happily pay a dollar more. That extra is brand equity.
The short read
Equity is built slowly through consistent experiences and kept promises.
It shows up as recognition, preference, loyalty and referrals.
Every off-brand touchpoint spends a little of it. Every good one adds some back.
Related words
Source: David A. Aaker, Managing Brand Equity (1991)
Where this shows up in our work
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