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On the web, in your mind, or off-the-shelf - brand equity is a symbol of confidence in your company and its values, employees, products and services. It's an identifying perception which enables your audience to know how you are positioned relative to your competitors. It gives them a sense of expectation. And, since perception is reality, you darn well better pay attention to the efficacy of your brand strategy.

Can your brand survive economic hardship?

Strength of brand has become increasingly important to our culture and economy. Just as consumer behavior adapts to recession or depressionary times, brand managers dynamically adapt to market conditions. Nimble brand management, re-positioning, sub-branding, and a variety of other strategies are all critical to brand survival during difficult economic times.

Brand | Concepts | Name | Identity | Loyalty | Principles | Challenges | Equity | Measurement | Positive Equity Only? | Examples

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