What is brand equity most often positively influenced by?

Brand equity is most often positively influenced by brand recognition and reputation because it encompasses the value that a brand holds in the minds of consumers. When a brand is well-recognized and has a strong, positive reputation, it leads to consumer trust and loyalty. This trust can result in not just repeated purchases, but also the willingness of consumers to pay a premium for the brand's products or services over competitors.

A strong brand reputation typically indicates reliability, quality, and satisfaction, which can attract new customers while retaining existing ones. This intrinsic value built by brand recognition and reputation is essential for increasing overall brand equity in a competitive market.

Other options such as low pricing strategies, high-quality customer service, and frequent advertising campaigns can contribute to brand perception and customer interactions, but they do not inherently build brand equity in the same way that recognition and an established reputation do. Pricing strategies may attract some customers temporarily, and while good service fosters loyalty, without recognition and a solid reputation, these aspects may not significantly enhance overall brand equity.