The amount of "juice" a brand has built up, i.e., how well known and regarded a brand is. The more equity a brand has, the more valuable it is to the company or organization that owns it. When considering updating a brand's identity, packaging, and marketing materials, it is important to consider how changes will impact its equity.
The fundamental nature or character of a brand. This reflects the organization that owns the brand, its culture, and how it does business.