Figure 218 Oct 2026From “What is brand equity?”

A brand premium record

Write down the rivals, what is held equal, the price range, the premium, the roles and the source before a brand premium goes into a price.

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Figure 2A brand premium record

Source: Author's decision worksheet. The rivals field follows Bendixen et al. (2004), p. 373; the held-equal and range fields follow pp. 373 to 375 and 377; the premium field follows p. 377; the roles field follows pp. 374, 375 and 377 to 379; the source field follows pp. 371, 376 and 379, and Bronnenberg et al. (2012), pp. 2473, 2474 and 2499. The fields are reader inputs; no company data is supplied.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-is-brand-equity-fig02.png

Source and evidence

Each line names a claim related to this exhibit, its source, and how it was checked.

B BEQ-OWN-C2 A brand premium claim is recorded as one row: the rivals including one unknown, the attributes held equal, the price range tested, the premium in money at equal utility and inside that range, the roles and their numbers, and the source of the equity; illustrated with a hypothetical field service software vendor at renewal, separating new buyers from renewing customers and, for renewing customers, the brand from switching costs (data migration, retraining, contract terms), which would exist under any name and are not brand equity in this guide's sense; the household evidence on past experience comes from packaged goods, not from firms renewing software.Author worksheet grounded in BBA04-C1, BBA04-C4, BBA04-C5, BBA04-C6, BBA04-C7 and BDG12-C6

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Pricing & revenue architecture

What is brand equity?

Brand equity is what a brand adds to an offer beyond what the offer does. In one B2B study, rankings put the leading brand's premium at 7.4 per cent.

18 Oct 2026

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APA 7

Isoglu, S. (2026). A brand premium record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-brand-equity-fig02/

BibTeX

@misc{isoglu-2026-what-is-brand-equity-fig02,
  author = {Isoglu, Sinan},
  title = {{A brand premium record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-brand-equity-fig02/},
  note = {From the essay {What is brand equity?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-brand-equity-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-brand-equity-fig02.png" alt="Figure 2: A brand premium record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A brand premium record. Source: Author&#39;s decision worksheet. The rivals field follows Bendixen et al. (2004), p. 373; the held-equal and range fields follow pp. 373 to 375 and 377; the premium field follows p. 377; the roles field follows pp. 374, 375 and 377 to 379; the source field follows pp. 371, 376 and 379, and Bronnenberg et al. (2012), pp. 2473, 2474 and 2499. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-brand-equity-fig02/">View exhibit</a>.</figcaption>
</figure>