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Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is ...
Only then can it win the best value position in the market. The entire company must be built and shaped according to the brand. The brand value chain mindset works with 8 focus points: 1  Defining the value position you want in the market, depicted as a circle to the very right of the figure, is key.2  At the farleft link in the brand value chain it is important to appear as one company. 3  Only one company is in a position to be unique.he entire company must be built and shaped according to the brand. The brand value chain mindset works with 8 focus points: 1  Defining the value position you want in the market, depicted as a circle to the very right of the figure, is key.