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This posting discusses brand equity

1.) Consider a slogan, character, or symbol used in a brand; how does this component contribute to the brand's equity?

2.) Why would a customer drive past three coffee shops to get a cup of coffee at a well-known national chain?

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1.) The most effective way to view brand equity is in terms of how the product would be valued if the brand did not have the slogan, character, or symbol that they currently use. When this significant part of the brand is removed from the ...

Solution Summary

The solution provides discussion about brand equity, including why a customer would drive past three coffee shops to get a cup of coffee at a well-known national chain.

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