Driving purchase decisions and sustaining future purchases requires emotional and functional brand equity before and after P.O.P. In order to retain brand loyalty and drive future sales, consumers need to believe in the brand and the product they purchase.

Before the purchase, consumers trust in “what I believe to be true” about a brand. This process takes the consumer from a level of brand awareness to brand perception. If consumer’s perceive a high enough level of equity, they may make the move to purchase. After purchase, consumers live “what I experience to be true” and (although possibly unconsciously) evaluate the brand according to their ‘before purchase’ expectation. In essence, a brand that can fulfill 100% of the consumer’s expectations can reach advocacy.