Mintia Brand Equity: Branding for V-Shaped Recovery
This explores the concept of brand equity, which refers to the total value a brand holds in consumers' minds, encompassing trust, affection, and positive associations that influence purchasing decisions. It emphasizes that building strong brand equity requires a deep understanding of the consumer, identifying their needs, values, and challenges.
The discussion uses the case of Mintia, a Japanese breath mint brand, to illustrate these principles, detailing how Mintia successfully navigated the challenges of the COVID-19 pandemic by recognizing the new consumer need related to mask-wearing…
The skinny
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