\”Brand equity is often thought to deal with the \’value\’ inherent within a brand. The term can define a set of brand assets and liabilities. Companies can create brand equity for their products by making products or services memorable, easily recognisable and superior in quality and reliability.\”

\”Brand equity is often thought to deal with the \’value\’ inherent within a brand. The term can define a set of brand assets and liabilities. Companies can create brand equity for their products by making products or services memorable, easily recognisable and superior in quality and reliability.\”

What branding decisions should a marketer consider when creating brand equity and why are consumers willing to pay more for a branded product?

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