In markets where customers face many similar products, brand equity is important because it enables brand memory structures that support easy brand recognition.
- Brand names, logos, and symbols are repeatedly seen through packaging, advertising, and retail displays.
- Repeated exposure allows these visual and verbal cues to be stored in long-term memory.
- When customers encounter many choices, familiar symbols attract attention more quickly.
- Stored brand cues trigger recall of earlier interactions with the brand.
- This recognition process helps customers identify the brand during purchase situations.
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