Marketing & Growth Jargon · Managing Director level

"Brand equity"

"Brand equity" is the added value a well-known brand name gives a product or company beyond what the underlying product alone would be worth.

Say this instead: brand value

How "Brand equity" shows up at work

Why a plain white sneaker with a certain swoosh costs four times more than an identical sneaker without one. In corporate strategy conversations, brand equity gets invoked to justify premium pricing, acquisitions, or any decision that needs an intangible rationale.

Buzzword

Discounting too aggressively will erode brand equity we have spent years building.

Plain English

Discounting too aggressively will damage the reputation and premium positioning we have spent years building.

Corporate Rank: Managing Director · Category: Marketing & Growth Jargon

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