Conclusion Companies are always trying to improve their brand equity, even though it may hinder its opportunities to expand into new markets. Entering new markets while keeping the company s brand equity equal or higher then where it started proves difficult. If the equity lowers, loss of preexisting products sales may occur. However a company must accomplish new market expansion without lowering brand equity. An outstanding product can fail if a company s promotions establish negative equity.
Brand equity seems tough to measure and hard to control because mainly based on customer opinion.
To obtain positive brand equity a company must portray an image of a high quality product. They must also capitalize from product promotion and existing market opinions. Fossil has benefited from these perceptions. Fossil has maintained their brand equity due to their ability to separate product lines, and associations. Fossil maintains the image of high quality products while expanding into many markets, lower and higher.