Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names.Aaker, David A.

Cultivating service brand equity
Measuring Brand Equity Across Products and Markets
‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’
The Measurement and Determinants of Brand Equity: A Financial Approach
An examination of selected marketing mix elements and brand equity.
Conceptualizing, measuring and managing customer based brand equity
Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
Developing and validating a multidimensional consumer-based brand equity scale
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” in: Journal of Marketing, Vol. 57, 1-22