{"id":400,"date":"2023-02-02T12:02:23","date_gmt":"2023-02-02T12:02:23","guid":{"rendered":"https:\/\/www.outbrain.com\/glossary\/?p=400"},"modified":"2023-02-02T12:02:25","modified_gmt":"2023-02-02T12:02:25","slug":"brand-equity","status":"publish","type":"post","link":"https:\/\/www.outbrain.com\/glossary\/brand-equity\/","title":{"rendered":"Brand equity"},"content":{"rendered":"\n<p>Brand equity is a marketing term that denotes the perceived, inherent value of a brand. It is not the brand\u2019s monetary value, but rather its social value among the wider public and consumer audience. Although brand equity is not a financial term, it can have a strong impact on revenue. A brand with higher equity is more recognized and favorably perceived by potential customers, leading to increased sales.<\/p>\n\n\n\n<p>There are several theories of how to build brand equity, with a popular methodology being the&nbsp;<a href=\"https:\/\/conceptboard.com\/blog\/brand-equity-pyramid-template\/\">brand equity pyramid<\/a>, otherwise known as the Customer Based Brand Equity (CBBE) pyramid, or Keller\u2019s brand equity pyramid, named for Professor Kevin L Keller who created it. The brand equity pyramid focuses on four areas \u2013 Identity, Meaning, Response, and Relations \u2013 in which brands can build positive experiences, increasing positive sentiment and goodwill towards the brand among customers and increasing brand equity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand equity vs brand value<\/h3>\n\n\n\n<p>Brand equity measures a brand\u2019s perceived inherent value, while brand value is a measure of a company\u2019s monetary worth if it were to be sold today. Brand value does not just take into account the worth of a brand\u2019s physical assets yet also includes the value of the goodwill and perception associated with the brand among consumers. Brands that have higher equity (perceived value) will naturally have a higher brand value (monetary worth).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand equity is a marketing term that denotes the perceived, inherent value of a brand. It is not the brand\u2019s monetary value, but rather its social value among the wider public and consumer audience. Although brand equity is not a financial term, it can have a strong impact on revenue. A brand with higher equity [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-400","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand equity - Outbrain - Glossary<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www3.outbrain.com\/glossary\/brand-equity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand equity - Outbrain - Glossary\" \/>\n<meta property=\"og:description\" content=\"Brand equity is a marketing term that denotes the perceived, inherent value of a brand. It is not the brand\u2019s monetary value, but rather its social value among the wider public and consumer audience. Although brand equity is not a financial term, it can have a strong impact on revenue. A brand with higher equity [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www3.outbrain.com\/glossary\/brand-equity\/\" \/>\n<meta property=\"og:site_name\" content=\"Outbrain - Glossary\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-02T12:02:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-02T12:02:25+00:00\" \/>\n<meta name=\"author\" content=\"Laura Kloot\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Kloot\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www3.outbrain.com\/glossary\/brand-equity\/\",\"url\":\"https:\/\/www3.outbrain.com\/glossary\/brand-equity\/\",\"name\":\"Brand equity - Outbrain - Glossary\",\"isPartOf\":{\"@id\":\"https:\/\/www.outbrain.com\/glossary\/#website\"},\"datePublished\":\"2023-02-02T12:02:23+00:00\",\"dateModified\":\"2023-02-02T12:02:25+00:00\",\"author\":{\"@id\":\"https:\/\/www.outbrain.com\/glossary\/#\/schema\/person\/2fd0d10420d2202d7af88e76e35f9b04\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www3.outbrain.com\/glossary\/brand-equity\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.outbrain.com\/glossary\/#website\",\"url\":\"https:\/\/www.outbrain.com\/glossary\/\",\"name\":\"Outbrain - Glossary\",\"description\":\"Outbrain&#039;s Digital Advertising &amp; Marketing Glossary\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.outbrain.com\/glossary\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.outbrain.com\/glossary\/#\/schema\/person\/2fd0d10420d2202d7af88e76e35f9b04\",\"name\":\"Laura Kloot\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.outbrain.com\/glossary\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/038ae414b7899ad220f33eebade47b42de33aa70cb0e1235921e08075cc00f56?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/038ae414b7899ad220f33eebade47b42de33aa70cb0e1235921e08075cc00f56?s=96&d=mm&r=g\",\"caption\":\"Laura Kloot\"},\"url\":\"https:\/\/www.outbrain.com\/glossary\/author\/lkloot\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Brand equity - Outbrain - Glossary","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www3.outbrain.com\/glossary\/brand-equity\/","og_locale":"en_US","og_type":"article","og_title":"Brand equity - Outbrain - Glossary","og_description":"Brand equity is a marketing term that denotes the perceived, inherent value of a brand. 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