If brand equity is defined as:
"A set of assets and liabilities linked to a brand’s name and symbol that adds to (or subtracts from) the perceived value of the product"
When then is a brand considered born?
2006-09-08 16:03:22 · 2 answers · asked by l_ynch 1 in Business & Finance ➔ Advertising & Marketing
A brand is born the day the federal government recognizes a registered trademark for it.
Before that happens, it's just a concept or, worse, a label for a good for which the label is "unprotected" against being copied.
2006-09-08 16:53:24 · answer #1 · answered by urbancoyote 7 · 1⤊ 0⤋
Don't confuse a trademark (legal registration), which does not have almost any value unless is also a brand, with a brand name.
It is born the moment that the public starts identifying the product with a name. That is the brand.
According to your definition, which is right, they start associating assets and liabilities to that brand name. The brand is born.
2006-09-09 10:42:59 · answer #2 · answered by oldmarketeer 3 · 0⤊ 0⤋