How Small Businesses Measure And Build Brand Equity

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Executive Summary

Imagine entering a grocery store, turning down the milk aisle, and seeing more than 10 nonfat varieties staring back at you. Without a second of thought, you choose one brand over another, all because of that brand's equity. "In a general sense, brand equity means the value of your brand," Tom Brown, senior consultant at Power Decisions Group, a San Francisco-based marketing and branding company. "It answers the question of how you are doing over your competitors."

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