Brand Equity Pill


Managing Brand Equity is one of the most challenging aspects of a marketing job. Brand Equity is a complex notion with many parts. In this pill, we consider Equity one component at a time, providing definitions and examples of making the most of each module. Conveniently on-demand.


Key Features

Knowledge Pills - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Knowledge Pills - Benefits

Convenient & Accessible

At your own pace, short video that you can re-watch as many times as you want, for 30 days from purchase. Presentation included in the purchase, available for download in PDF format.

Knowledge Pills - Tech


Video on Demand, based on Vimeo technology. Available 24h/7days. Accessible from any browser supported by Vimeo.

Key Reviews

Brand Equity: Objective

This pill aims to build a clear and practical understanding of Equity as a System by starting from its key component. We look at Awareness and its sub-dimensions (e.g., Top of Mind, Unaided, Aided, and Recall), before moving to Loyalty, Differentiation, and – finally – Esteem. We finally pause on Dos and Donts and provide a framework to optimize Equity in the long run. Being proactive in managing Equity is a necessary condition to build salient brands.

Pill Structure

  1. Definition and Examples
  2. Components: Awareness (TOM, Unaided, AIded, Recall), Differentiation, Loyalty, Esteem
  3. The Long Term Game and how to drive Equity

Brand Equity Why now?

A key benefit of building brand equity is the benefits it can have on returns on investments. Organizations that build better equity often earn more money than competitors, while spending less – whether on production, advertising, or elsewhere.  For example, brand equity is a prerequisite to charge premium pricing. When consumers believe in the values put forth by a brand and the quality of their products, they will pay a premium for their emotional bond. Additionally, stronger equity franchises have an ongoing trust relationship with their own customers and consumers. While trust needs to be nurtured – because it otherwise erodes in time – stronger brands are more likely to successfully introduce new products and services, because of their awareness and trust.