[header] How to build brand equity [title] Position your product or service as unique and reliable. [step] Brand equity is how your customers recognize that you are different and better than other choices in the marketplace. Companies use brand equity to build customer loyalty. 
Loyal customers will buy your product and possibly refer other customers to you. [substeps] Brand equity is built on your customer's experience with your product if your product or service is reliable, you'll create brand equity.