BRAND EQUITY/Image
Brand equity is the sum of your brand strength, market strength, and financial strength. And, brand strength is comprised of the brand promise, brand experience, and brand architecture. These three brand elements can lead to loyalty and commitment. However, loyalty is behavioral while commitment is emotional. And, loyalty can be bought, commitment cannot. What is your brand’s voice and is it ‘meaningfully differentiated’ enough to attract and retain customers more effectively and efficiently than the competition?