Brands are amongst the most key intangible assets in a firm—they accelerate value and boost market success. Successful businesses are characterized by brand premium. The brand premium is based on positive brand equity—the value achieved from being a familiar, credible, and trustworthy brand. When this is properly achieved both the firm’s information costs and the customers’ perceived risks associated with purchasing are lowered. Invariably, a brand’s worth is associated with the consumers’ behavior around a product or a service bearing a particular brand name. Therefore, the topic of positive brand equity is......

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