ABSTRACT
Brand equity is extra value customers perceive in a brand that ultimately builds long-term loyalty. It is considered an asset generated by the interactions and relationships between brands and their customers. Effective digital presence in the organisation requires a focus on building brand equity through brand knowledge, preference and loyalty. The variables that induce positive brand equity in retail include creating an emotional connection, an excellent online experience, responsive service environment, high levels of trust and high-speed fulfilment for orders. In a digital environment, brand equity means getting the hygiene factors right, including findability, speed of download, contemporary site design, intuitive navigation, robust order fulfilment and personalised support. The fundamental objective of user experience design is centred on the end user. The user experience should meet a user’s expectations regarding ease of use, while offering a simple process for accomplishing a goal that is obvious to the user.
