Brands build equity by serving as identifiers through their names, logos and slogans to build awareness and image. They also function as experience providers by using those identifiers along with events and customer interactions to build sensory, emotional and lifestyle connections with consumers. Strong brands achieve high brand equity by effectively fulfilling both roles as a reliable identifier and an engaging experience.

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10. o Brand as Identifiers
FROM TO
o Names, logos, slogans build
awareness and image
o Brand as experience providers
o Names, logos, slogans, events,
customer contacts which build
sensory, affective,
creative relations and ways of
being (lifestyles) with the brand

11. BRAND
EQUITY

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