Brands have equities… equities are anything you can relate to as “the brand”… touch, taste, sound, see, or hear. The touch of Harley Davidson is the rubber grips and the leather jacket. Taste doesn’t apply to this brand soo much.. Sound is the distinctive rumble of the harley as it roars down the street. You can say they “own” that sound, so every time you hear that rumble you think “here comes a harley”….
so all the advertising and graphic design firms came up with this way to describe designs and why the coke can needs to be red, and have a script on it. Other wise people will make bad decisions about packaging and tv commercials and product, i.e. New Coke…
these equities are usually assembled into a molecule graph, a chart of some sort, or a pyramid… the above illustration show the next step. The equity pyramid cake.