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What's funny (too me at least) is the term Customer Equity is really a misnomer, since the equity of the customer has nothing to do with the traditional sense of the owner. What they're really talking about is a combination of the following:
equity Value: What customers perceive the value of the products or services offered by the company to be. (. Ie, Apple Product)
Brand equity: What do customers perceive the value of the brand is, on its objective value. (ei, Pepsi.)
Retention of capital: The tendency of customers to stick with the brand even when it has a higher price than other comparable product. (eg., Toms)
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