Brand equity represents the perceived value, reputation, and trust a brand holds in the market. It reflects how buyers view the quality, reliability, and distinctiveness of the organisation compared to competitors.
In B2B markets, strong brand equity reduces friction in the buying process and buyers feel more confident choosing vendors they believe in. It also improves pricing power, partner opportunities, and long-term customer loyalty. Over time, this strengthens the brand’s overall market presence and creates long-term value that supports every aspect of the go-to-market strategy.
