Positive brand equity is the ultimate indicator of market success. Establishing it is ultra important if your goal is a substantial revenue stream in the long run.
Since consumers tend to choose strong brands they have positive associations with, positive brand equity will directly impact your sales volumes.
Having a strong brand consumers know, trust, and love allows you to add higher profit margins. As a result, at some point, you'll enjoy higher revenue growth without incurring extra costs.
An excellent example of positive brand equity is Apple. The company has managed to establish such a strong presence on the market that the controversies that arise from time to time cannot damage the brand. Apple still can afford price tags higher than those the competition has, without running the risk of substantial customer churn.
Strong brands pay off, so developing one - with positive brand equity - is definitely worth your time.