It was 3am on the last day of 2023, and people were lining up outside of Target. Shoppers described a scene that sounds like a Black Friday nightmare: arguments over who was in line first, crowds racing through the store the moment doors opened, and the product gone in minutes. Those who braved the madness would tell you (with pride) they did so for a limited-edition Stanley cup. But as any good marketer would tell you, they were there because of brand equity.

The type of brand loyalty that leads customers to rush to the stores on day one for a new product is hard to come by. It's also extremely profitable. Stanley experienced a 751% year-over-year increase (no, that's not a typo!) in its tumbler sales in 2022. Talk about results that justify a marketing budget.

Stanley's breakout story isn't a trajectory most retailers can hope to mimic. But it is a success story we can all learn from. The secret sauce isn't a colorful 40-oz tumbler - it's in the brand equity that Stanley built among its loyal customers.

This guide will help you understand what brand equity means, how you can build it, and how to handle brand challenges that many retailers face.