Pricing Mini Case: Calculating Brand Equity Brand equity is one of the most important concepts for marketers, yet it remains notoriously difficult to measure. There are many definitions for brand equity, but they all deal with the concept of how much tangible value a brand is capable of generating through the intangible elements communicated about the brand. As a very simple example, If someone was willing to pay $1000 for an Apple laptop, but would be only willing to pay $500 for the exact same unbranded laptop, that would be clear evidence that Apple has large positive brand equity. Click the icon to view the brands sales table. According to this calculation of brand equity, which brand has the best brand equity? has the best brand equity, . (Round to two decimal places.)