Brand equity

Brand equity is the added value endowed to products and services. brand equity drivers the three main ways you build brand equity through choice of brand elements, marketing programs and activities and leveraging secondary associations.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Brand equity. The added value endowed to products and services. brand equity drivers the three main ways you build brand equity through choice of brand elements, marketing programs and activities and leveraging secondary associations.

According to the Marketing Communications by Fill (5th edition),

Brand equity. A measure of the value of a brand. It is an assessment of a brand's physical assets plus a sum that represents their reputation or goodwill.

According to Product Manager's Handbook by Gorchels (2nd edition),

Brand equity. The goodwill or positive identity of a brand.