Paige Miller
I agree on the fact Apple and Nike are some of the largest brands that people have grown accustomed to. So, it is no surprise that she, too is on the same bandwagon. Exploring the reason behind her choices elicits the various attributes that make Apple and Nike the popular brand. The aggregate focus on the brands reveals that they both have high brand equity that comes from years of effective strategies. I also agree that brand equity will make her choose the two brands over any other, even if they cost a premium because of her brand association with the two brands. Brand associations are the qualities she sees in the products. For instance, the products make her feel innovative, belonging to a lifestyle and dreamland. The qualities bring about loyalty, hence her decision to purchase everything Apple or everything Nike.
Karen Mountain
I agree that using social media influencers can impact brand equity as it is marketing. Marketing plays a critical role in enhancing brand awareness. Influencers play a further role in talking about their experiences with the brand, which facilitates a connection from new customers who previously did not have such a connection. The connection then helps the brand build its brand among the new consumers.
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Amber Ellis
I agree that someone would pay a premium for a brand with high brand equity. Her premium value is having to drive out of town to access HEB and Good and gather fresh and cheap quality food products that outweigh other brands. Their consistency in quality and availability of products coupled with great customer care checks most of the boxes a consumer would want to hear. These attributes put together are equal to brand equity.
