Brand Equity

1) A measure of the tangible and intangible assets (Intangible Assets: differentiating qualities, thoughts and feelings - Tangible Assets: patents, trademarks and market share) that contribute to how a brand is positioned in the marketplace and the value of the brand as a corporate asset.

2) The financial premium derived from loyal consumers committed to a brand and willing to pay a premium for that brand, as compared to a generic product or service in the same category.