Business Pitch Dictionary by pitch.dog
Brand foundations & identity · Core

Brand equity

Also called: brand value

ELI5

The additional value associated with a recognised brand beyond an otherwise comparable unbranded offer.

Used in conversation

“The work feels inconsistent because the team is using brand equity in three different ways.”

Pitch context

You will see “Brand equity” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand foundations & identity.

Why it matters: It helps a reader interpret brand foundations & identity without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 5

Direct term-level sources and supporting source families.