Brand Equity:

A brand's power derived from the goodwill and name recognition that it has earned over time,
which translates into higher sales volume and higher profit margins against competing brands.
5 Stages of Brand Experience:
Brand equity is typically the result of brand loyalty, and with brand loyalty comes increased market
share. In fact, there are 5 stages of brand experience that lead to positive brand equity:
1. Brand awareness: Consumers are aware of the brand.
2. Brand recognition: Consumers recognize the brand and know what it offers versus competitors.
3. Brand trial: Consumers have tried the brand.
4. Brand preference: Consumers like the brand and become repeat purchasers. They begin to
develop emotional connections to the brand.
5. Brand loyalty: Consumers demand the brand and will travel distances to find it. As loyalty
increases so do emotional connections until there is no adequate substitute for the brand in the
consumer’s mind.

Perceived Quality
Perceived Quality refers to the customer‘s perception about the total quality of the brand. While
evaluating quality the customer takes into account the brands performance on factors that are
significant to him and makes a relative analysis about the brand‘s quality by evaluating the
competitor‘s brands.
Other Proprietary Brand Assets:
Patents, Trademarks and Channel Inter-relations are proprietary assets. These assets prevent
competitors attack on the organization. They also help in maintaining customer loyalty as well as
organization‘s competitive advantage.