Brand equity refers to the value of a brand and consists of brand loyalty, brand awareness, perceived quality, and brand associations. Brand loyalty measures how attached customers are to a brand and are less likely to switch. Brand awareness refers to a customer's ability to recognize or recall a brand. Perceived quality is a customer's perception of a brand's overall quality compared to alternatives. Brand associations are anything linked to a brand in a customer's memory, such as product attributes, feelings, or symbols. Maintaining strong brand equity provides strategic benefits like reduced costs and increased customer loyalty.