The premium on value that a product, service or organisation derives as a result of having a positive brand image in the eyes of its target audience. Having strong brand equity frequently means a higher price can be charged for a product/service, or that the organisation will be preferred by customers, even if it is essentially similar to its competitors. The 2011 Brand Z Most Valuable Global Brands study found Apple to be the world’s top brand, with an estimated value of US$153-billion.

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