Brand equity emphasizes the added value that the brand-name provides to the product therefore allowing you to charge more.

Normal is boring, be BOLD.
Do you find that you're always competing with your competitors on price? A great brand can change that. A brand is a way a company is perceived by those who experience it. More than simply a name, term, design, or symbol, a brand is the recognizable feeling a product or business evokes. Brands, then, live in the mind. They live in the minds of everyone who experiences them: 
employees, investors, the media, and, perhaps most importantly, customers.
Simply put, brands are perceptions, that when executed properly = MONEY!!