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What Is Brand Equity Marketing. Brand equity exists as a function of consumer choice in the market place. Brand asset valuator young & rubicam (y&r), a marketing communications agency, has developed the “brand asset valuator,” a tool used to diagnose the power and value of a brand.
That value is determined by consumer perception of and experiences with the brand. Brand marketing focuses marketing so it is an investment building an asset called brand equity. It is a marketing term that describes a brand’s value.
Consumer perception, negative or positive.
Organizations establish brand equity by creating positive experiences that entice consumers to continue purchasing from them over competitors who make similar products. Companies use brand equity to build customer loyalty. Ada banyak sekali pakar marketing yang memberikan definisi tentang brand equity ini. Brand equity is the value of a brand.