Exhibit 2.0 As people get to know a brand, they
develop thoughts and feelings about the brand.
Brand equity is the incremental value that a brand derives from
the thoughts and feelings that it evokes.
Prior to its launch in
1985, 190,000 taste tests undisputedly confirmed that consumers preferred the
New Coke formulation. What mattered, however, was the extraordinary affinity
for Coca-Cola, the brand. This state of mind that aroused the outpouring of
affection for the brand is its source of equity.
Ultimately, as depicted in Exhibit 2.0, factors such as awareness, perceptions, imagery and attitudes
are the key drivers of brand equity.
