Added value from an intangible aspect of a particular good that is otherwise not considered unique. The brand creates demand for this good rather than the product itself. One example of a company that capitalizes on its brand equity is Nike (NKE), whose well known Swoosh logo is the key to the appeal of its shoes, and another is Coca-Cola Company (KO) which has built loyalty to its brand among core customers despite plenty of competition from other soft drink labels.
