What is Brand Equity anyway?

It’s the reason you’ll pay double for a product as opposed to its identical yet generic equivalent. Take GlaxoSmithKline’s “Panadol” versus Coles “Paracetamol” as an example.  What exactly are you paying double for? Four things: Image, meaning, feeling and resonance. And those are the exact features renowned marketing professor Kevin Lane Keller used to develop…