This explores the concept of brand equity, which refers to the total value a brand holds in consumers' minds, encompassing trust, affection, and positive associations that influence purchasing decisions. It emphasizes that building strong brand equity requires a deep understanding of the consumer, identifying their needs, values, and challenges.

The discussion uses the case of Mintia, a Japanese breath mint brand, to illustrate these principles, detailing how Mintia successfully navigated the challenges of the COVID-19 pandemic by recognizing the new consumer need related to mask-wearing, redefining its core value to "polishing your breath," and consistently communicating this new brand concept through packaging, product variations, and various marketing efforts, ultimately achieving a significant sales recovery.

The key takeaways highlight the importance of consumer understanding, defining and communicating a clear brand concept, and consistently applying it across all consumer touchpoints.