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BRAND EQUITY COMMUNICATING VALUE

Prepared By : Suhas M. H. Jr. MBA (ABM)

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The term Brand equity defined as the intangible asset that accrues to a company as a result of its successful efforts to establish a strong brand. OR The added value endowed on products & services.

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Alan Mitchell of Marketing Week described brand equity as "the storehouse of future profits which result from past marketing activities. Advertising has a carryover effect that lasts beyond the current period, although advertising is treated as a current expense, part of it is really an investment that builds up an intangible asset called brand equity.

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Communicating Value
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When companies enter in market with new product or new feature (industry-specific solutions, and incorporate new technologies) they often need additional expertise and assistance to identify and explain the unique value they deliver to their customers.

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