Worksheet · Copywriting · Branding
Brand equity checklist
From the lesson Defining Brand Equity
Work through each step on paper or on screen. Use a real business, a project of your own or a friend’s idea. Keep this page for your portfolio.
1Choose a brand with strong equity.
2List what builds it.
3Assess a smaller brand with the equity checklist.
Worked example to compare with: Seeing equity as a price premium
- Two bottled waters cost 30 cents each to produce and are chemically identical.
- Brand A sells at $1.00. Brand B sells at $2.50.
- Math: the $1.50 difference is a premium customers pay for reputation, trust and associations.
- Test it: ask people to choose between the two with the labels hidden, then with labels visible. If the label changes the choice, that gap is equity.
- Takeaway: brand equity is visible in what people will pay and how often they come back.
Check yourself
- I can explain "Defining Brand Equity" in one sentence.
- I used a real business or project, not just an idea.
- I know what I will do next, and by when.
Notes
Free course worksheet · https://studentmarketers.com