What Is Brand Equity? It’s Essentially Emotional Capital

If consumers truly valued only cost-effectiveness, there’d be no room for brands. They’re literally here to spend money with you—that’s the value of a brand.

If your product isn’t a must-have and isn’t the cheapest option either, what’s the point of arguing with customers? You’ll only damage the relationship and erode brand value.

What’s the purpose of being here? Why does it exist at all? Some questions aren’t about right or wrong in the first place.