From a consumer perspective, brand equity is the value of the brand for consumers.

Formerly the consumer was naif on the value. The consumers relied on low prices brands and which were thrown by the TV .Today with the proliferation of the communications mediums and the new distribution channels, the customer is more and more cynical, he knows how to put things in their own value, he is more suspicious and warned. Besides, the value for the consumer represents more that a simple advantage, it allows him to distinguish products.

So the difference between the brand and the product can amount by the expression "added value". We can say that brand is some things which we add to the product. However a company has to keep in its portfolio the brands which have most value for their consumers.

Thus, the role of the brand manager should not be limited to offer or to elaborate an object which corresponds to preestablished consumers expectations, but he must to re-configure the relationship, the usage, the emotional which the individuals maintain with objects. "