brand equity
Logo's market worth
Brand equity is the commercial value a brand adds beyond the product itself.
A company with strong brand equity can charge more than competitors for essentially identical goods because customers trust or prefer the name: Nike's brand equity lets them command premium prices.
Negative brand equity occurs when a name actively drives customers away.
Perceiving something as known
- visibilityRange of clear sight
- recallMemory retrieval act
- familiarityKnowledge through experience
- salienceState of standing out
mindshare · top-of-mind · distinctiveness · memorability · consumer awareness · market presence · visual identity
Nonmaterial items of value
- goodwillKindly, generous spirit
- market capitalizationAggregate equity value outstanding
- shareholder valueEquity investor financial returns
- ROIProfit-to-cost ratio
premium pricing · monetization · balance sheet · competitive advantage · market share · pricing power
Quality inspiring trust
- trustConfidence in another
- integrityMoral soundness and consistency
- goodwillKindly, generous spirit
- reliabilityConsistent, predictable performance
image · perception · standing · respectability · corporate reputation · authenticity · transparency · consistency
Expensive nonessential comfort
- premiumAdded cost for better
- exclusiveLimited to one group
- statusOne's relative position
- high-endPremium quality tier
desirable · iconic · aspirational · heritage · cachet · sophistication · elite · upscale
Continued holding or possession
- advocacyPleading for a cause
- trustConfidence in another
- commitmentFirm pledge to act
- repeat customersBuyers who return
word-of-mouth · allegiance · devotion · preference · affinity · evangelists · fanbase · engagement
recognition
Perceiving something as known
- visibilityRange of clear sight
- recallMemory retrieval act
- familiarityKnowledge through experience
salience · mindshare · top-of-mind · distinctiveness · memorability · consumer awareness · market presence · visual identity
intangible assets
Nonmaterial items of value
- goodwillKindly, generous spirit
- market capitalizationAggregate equity value outstanding
- shareholder valueEquity investor financial returns
ROI · premium pricing · monetization · balance sheet · competitive advantage · market share · pricing power
credibility
Quality inspiring trust
reliability · image · perception · standing · respectability · corporate reputation · authenticity · transparency · consistency · consumer trust
luxury
Expensive nonessential comfort
high-end · desirable · iconic · aspirational · heritage · cachet · sophistication · elite · upscale · distinguished
retention
Continued holding or possession
- advocacyPleading for a cause
- trustConfidence in another
- commitmentFirm pledge to act
repeat customers · word-of-mouth · allegiance · devotion · preference · affinity · evangelists · fanbase · engagement · emotional connection
- business termsfranchising, revenue stream, board meeting, gross margin, markdown
- marketingadvertising, digital marketing, ad campaign, advertisements, ads
- brandingtaglines, logos, slogans, color schemes, packaging
- reputationreputation, reputable, bad reputation, repute, disreputable
- brand assetstrademark, trade name, logo, corporate identity
- brand perceptiontrust, reputation, awareness, recognition, recall
brand equityphysical inventory
Manual count of goods
tangible assets · fixed assets · real property · material goods · inventory
brand, equity, branded, branding, brands, rebranding, rebrand, unbranded, rebranded