Definition
The value a brand adds to a product: awareness, associations, perceived quality and loyalty. It's what makes someone pay more for the same item with your brand on it.
In practice
Before a rebrand, measure how much equity the current brand has. Throwing away recognition out of boredom is expensive.
Amplifik service related to this term
Rebranding
Diagnosis, repositioning and new identity — with a transition plan so no customer gets lost along the way.
Related terms
Keep reading
What we learn by doing.
01
What is branding — and why your company needs it before advertising
Branding is not a logo. It's the reason someone chooses you — and remembers.
02
Rebranding: 7 signs it's time (and 3 signs it isn't)
The company changed and the brand didn't. Or the people inside got tired of it. Only one of those is a reason.
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