Name equity is how your customers perceive you in a field of others. Do you publish thought leadership articles, do you express opinions and come across as an authority or expert in the field? Do your customers see your name and think they can trust you? The answers to these are what determines name equity.
For example…
If Brad Pitt decided to run acting classes, sponsors would probably flock to him as his name and past success as an actor holds weight. If your next door neighbour decided to do the same on the other hand, what name equity would he have? Probably none as no one has heard of him. Sponsorships and capital for his business might be harder to come by.
