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| Topic: |
Business
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| Number of pages / Number of words: |
10 / 2558 |
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For example when you go to the store you and if you know which brand you want it will be easier to choose, you know what you get and you walk out of their feeling good knowing what to expect. As you can see here brands is more helpful for the seller than the buyer which may explain why buyers are more insecure towards brands than the brand owner...
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A way of describing it that I find good and easy is:
"Brand equity is the willingness for someone to continue to purchase your brand or not. Thus the measure of brand equity is strongly related to loyalty and measures segments on a continuum from entrenched users of the brand to convertible users" (K, Keller, p43...
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