This booklet provides insights into brand equity, its importance for businesses, and how to measure and improve it. The authors explain that brand equity is a valuable asset that can drive sales and contribute to a business's cash flow. They discuss the unique brand assets that can help drive sales and the importance of monitoring touchpoint landscapes and optimizing channel spend allocation for media effectiveness. The authors also explore the concept of building brand equity through meaningful purpose and the factors that influence consumer perceptions. The book concludes with a discussion on brand strategy, including the essential elements needed to build, improve, or revitalize a brand.
