What is one of the primary goals of marketing in relation to brand equity?

One of the primary goals of marketing in relation to brand equity is to increase network size and link strength. By enhancing the connections between the brand and its consumers, a company can bolster its brand equity significantly. This involves strengthening relationships with existing customers as well as expanding the customer base through effective marketing strategies.

When more consumers are linked to the brand—whether through loyalty, repeated purchases, or positive brand associations—the brand's perceived value and recognition in the marketplace increase. Strong brand equity leads to customer trust, which can result in a willingness to pay premium prices, greater customer loyalty, and positive word-of-mouth, ultimately driving both sales and profitability.

Focusing on single brand attributes, enhancing market competition, or simply increasing product costs do not directly contribute to building brand equity in the same comprehensive way that broadening network size and link strength does. Those aspects may play a role in marketing strategies, but they do not encapsulate the overarching goal of enhancing brand equity as effectively as increasing the network and links to consumers.