Brand Equity is the perceived value of a product; it is based on how consumers view its quality, cost-effectiveness, and usefulness. Brand Equity can be positive or negative. There are many ways to build positive brand equity through PR, marketing, advertising, and sales, starting with the launch. After the product has gained some sales momentum, it’s important to build hype by creating content that highlights its benefits and advantages over competing products. Once a positive perception has been established in the target demographic, the next step is to capture peripheral markets, for example, through influencer marketing and video recommendations.