BUS 212 Chapter Notes - Chapter 14: Brand Equity

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28 Jun 2018

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According to Nickels, McHugh & McHugh (2016), getting perception of a brand to have more

quality than competitors, using the messages to effectively advertise the product will have to

include characteristics of the high-quality product aimed at customers and what they look for in

that product. Building the brand equity is an important element to successful business, also being

aware of brand loyalty. Getting your product marked down with discounts can get your product

selling in the short term but will most likely sacrifice long term relationships with customers by

decreasing the value of the product.

Reference

Nickels, W., McHugh, J., McHugh, S.. (2016) Understanding Business. (11th ed). McGraw-Hill

Eduction

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