Brand Turnaround: How Brands Gone Bad Returned to Glory and the 7 Game Changers that Made the Difference

The Source of Brand Equity

Brand equity stems from advocacy, admiration, and credibility forces, all of which might be summarized as a brand’s fan base and history. How much equity a brand has can be judged by the number of years a brand has been in the marketplace with a solid and honorable reputation, and these things:

The number of loyal fans, friends, and supporters a brand has

The level of their passion and conviction toward the brand

The volume ...