Brand Equity

The value added to a product or business purely by the reputation, recognition, and trust associated with the brand name.

High brand equity lets you charge more, win customers more easily, and survive setbacks that would destroy a lesser-known brand. It is built slowly and lost quickly.

Charlotte Tilbury charges £38 for a lip liner and people queue for it. A generic equivalent costs £4. The £34 premium is pure brand equity, the power of name, story, and aspiration.