There isn’t a company on earth that doesn’t have it, but that doesn’t mean that it is distributed fairly. Brand equity is a term that describes the value of a brand. This value is based on the consumers ’ perception of and recognition of the brand. When customers think about a company, it has positive brand equity. When a brand consistently fails and depresses to the point where people suggest that others ignore it, it has negative brand equity.
When appropriate, offer incentives. Very few people dislike like free stuff, the key is to not over deliver with the sample or free trial. Offering a free gift or providing a special time sensitive discount is a great way to improve conversion rates. When designing the discount keep in mind that it doesn’t have to be something outrageous.