1. Brand equity is a term that denotes the set of assets and liabilities that are linked to a brand which enable it to raise a firms market value. A firms ability to create customer loyalty through positive brand attributes is one of its most valuable assets. All firms must build a brand from zero, which begins with selecting the firms name. A firms brand equity will vary from context to context and they are usually grouped into the following five categories. By giving example, explain the FIVE (5) categories of firms brand equity?