The importance of the brand and the special value of the brand in the current modern market

The purpose of this research is to investigate the importance of brand equity, which was done using the descriptive-library method, and according to the current market environment, it was concluded that brands and brand equity are one of the most valuable assets of the organization that cause the product can remain in the customer's mind. The special value of the brand preserves the organization's customers and better respond to their needs, resulting in customer loyalty. It is worth mentioning that loyal customers act like strong marketers, which leads to adherence to the brand and organization.The purpose of this research is to investigate the importance of brand equity, which was done using the descriptive-library method, and according to the current market environment, it was concluded that brands and brand equity are one of the most valuable assets of the organization that cause the product can remain in the customer's mind. The special value of the brand preserves the organization's customers and better respond to their needs, resulting in customer loyalty. It is worth mentioning that loyal customers act like strong marketers, which leads to adherence to the brand and organization.

کلیدواژه ها:

Brand ، brand value ، customer loyalty ، special brand value