Primary Response is due by Thursday (11:59:59pm Central), Peer Responses are due by Saturday (11:59:59pm Central).

Primary Response: Within the Discussion Board area, write 200–250 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.

For this Discussion Board, please complete the following:

A customer's choice to make a purchase is linked to how that customer views a company’s brand. The company's brand, along with its products, services, and its customer service, contribute to the customer's perception of brand equity. Brand equity is an intangible value that the customer believes is the worth of the brand. A quality product that is durable will have a higher brand equity than a product that is not well-made and does not live up to expectations.

Read this article about brand equity.

The article provides an overview of this concept. It also presents two examples of companies with high brand equity near the end of the article.

Please discuss the following with your fellow classmates:

• Select 1 of the brands from the article that has the highest brand equity (the most important) to you.
• What made you select that brand?