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Brand equity charter. The insights gained from the brand audit and the company view of brand equity should be placed into a document, the brand equity charter, to provide relevant guidelines to marketing managers within the company as well as key marketing partners outside the company (e.g., ad agency personnel).

Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined in terms of lifetime values of all customers. Both stress upon the face that value is created by having as many customers as possible paying as high price as possible.

Brand equity and brand image are closely linked as they shape a brand's overall value and perception. Brand equity reflects the commercial value of a brand name or product, while the brand image is the overall consumer perception of a brand, encompassing everything from a logo to messaging.

Examples of Positive Brand Equity Many companies such as Apple, Starbucks, Coca-Cola, Porsche, etc. have established positive brand equity by delivering the highest quality to the consumers. Tylenol is a company that has built positive brand equity and ranks above several other companies in the pain relief category.

A brand charter is an overall strategy that sets the course for a brand. This outline identifies the long-term goals of the brand and how it will interact with and overcome the challenges of its marketplace.

Brand equity charter. The insights gained from the brand audit and the company view of brand equity should be placed into a document, the brand equity charter, to provide relevant guidelines to marketing managers within the company as well as key marketing partners outside the company (e.g., ad agency personnel).

Brand Equity is defined as value and strength of the Brand that decides its worth whereas Customer Equity is defined in terms of lifetime values of all customers. Both stress upon the face that value is created by having as many customers as possible paying as high price as possible.

Brand equity and brand image are closely linked as they shape a brand's overall value and perception. Brand equity reflects the commercial value of a brand name or product, while the brand image is the overall consumer perception of a brand, encompassing everything from a logo to messaging.

Examples of Positive Brand Equity Many companies such as Apple, Starbucks, Coca-Cola, Porsche, etc. have established positive brand equity by delivering the highest quality to the consumers. Tylenol is a company that has built positive brand equity and ranks above several other companies in the pain relief category.

A brand charter is an overall strategy that sets the course for a brand. This outline identifies the long-term goals of the brand and how it will interact with and overcome the challenges of its marketplace.