What is Brand Equity? There is no universally accepted definition of brand equity. The term means different things for different companies and products. However, there are several common characteristics of the many definitions that are used today. From the following examples it is clear that brand equity is multi-dimensional. There are several stakeholders concerned with brand equity, including the firm, the consumer, the channel, and some would even argue the financial markets. But ultimately, it is the consumer that is the most critical component in defining brand equity. Some researchers in the field of marketing have defined brand equity as follows: Lance Leuthesser (1995) writes that “… brand equity represents the value (to a consumer) of a product, above that which would result for an otherwise identical product without the brand’s name. In other words, brand equity represents the degree to which a brand’s name alone contributes value to the Continue reading