The value of brand equity for the upmarket

From: Understanding Brand Equity

According to John Dalla Costa, author of New Equities for a New Economy, brand equity is most accurately defined as "the sum total of impressions derived from every single source of brand information." From a financial perspective, the existence of brand equity is most apparent as the difference between how the market values your upmarket brand and how they would value a generic or commodity product or service competing in the same category.

This value is in a constant state of fluctuation because of the influences exerted by both internal (controllable) and external (sometimes uncontrollable) forces. As a result, accurately measuring your brand’s equity can be anything but simple. This, however, should not deter you from the pursuit of brand equity.