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...Equity MARCOMS Marcoms is a communication agency involved in marketing and Public relations business. For this company, brand equity is crucial because it allows it to create a unique brand image and attract more potential customers. Each customer interprets value according to his or her own trade-offs of a product or service's tangible features (color, texture, speed, power, etc.), and intangible characteristics (brand/company image, comfort, prestige, safety, feelings, etc.). Since these are constantly moving targets, so is equity. Companies must address their "value package" or "value proposition" for each customer and plan accordingly (Crawford 2003), The equity... of their brands,...