Brand Equity

A brand is not just a logo or a name; it also triggers an emotional response in consumers and carries particular associations. The value of a brand is called brand equity. High brand equity means:

- High recognition

- Strong loyalty

- Positive associations

- A clear perception of quality

In order to map out your brand equity, Initial Concept applies Keller's customer-based brand equity model (2002).

Using this model, we identify the salience, the performance and the imagery of your brand.