Problem:
Explain the concept of brand equity and compare two products (they can be goods or services and can be consumer or B2B/Industrial products) one of which has high brand equity and one of which has little or no brand equity. Examine whether there is something wrong with the marketing strategy behind the low equity product. Is it always advisable to create brand equity? If not, why not?
Think about and identify specific product/market categories in responding to this question and provide some original examples not taken from the course materials or case studies to support your response.