Brand equity represents the value a brand has developed for itself in relation to its customers. Brand equity catapults brands to a pedestal where brand products have an inelastic demand. This means customers are willing to pay for the products even when their prices are high. Looking at Coca-cola, a major player in the global branding game, one would recognize that the brand has built consistency in its appeal to the world. Over the years, the soda brand has kept to its unique taste, and this is a remarkable feature customers have come to enjoy.
So, how do companies attain this pedestal?

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