Conventional theories about brand equity are, to a large degree, predicated on the belief that brand value has a positive impact on business performance in the long term. Typically, the explanation for this outcome is simply that products or services with higher levels of brand equity will result in greater customer loyalty and higher resilience to endure crisis situations, higher profit margins, more favourable customer response to price change, and licensing and brand extension opportunities, to name a few, thus, resulting in improved profits.