Business owners often underestimate how important their brand’s value can be to their bottom line. You don’t have to look far to find examples of companies that have done an exceptional job positioning their brand. These companies reap major benefits of positive brand equity because they are able to deliver exceptional experiences to their customers that are completely in line with their brand promise.
Your brand is defined by your customers’ perceptions and experiences with your company. So is your brand equity, which is essentially the outcome of brand loyalty, and increased market share. Building and sustaining a brand that has equity takes time, patience and a great deal of effort, but it can produce a definite return of investment for years to come.
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