Business

How to Build Brand Equity: 4 Ways to Perfect Your Brand Strategy

Written by the MasterClass staff

Last updated: Nov 2, 2021 • 3 min read

Let's say you're in the market for a new laptop. You compare two models and they appear to have identical specs: the same processor speed, same screen resolution, same size of hard drive, same peripheral ports. They even cost the same. The only obvious difference between the two computers is that one is sold by a brand you recognize and one is sold by an obscure company you’re unfamiliar with. Which one do you choose? Most likely you’ll choose the brand you know. This is an example of a business concept known as brand equity.