The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers. Your brand represents so much more than a logo, and that's especially true for your users. Developing a strong and dynamic brand creates a. This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Recommended articles.
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Mar Managing Brand Articles on brand equity — Best Global Practice Assessment Even though there are several definitions of brand equity and multiple methods of measuring it, one thing is accepted as a fact by all marketers, it is very difficult to measure.
What we know about brand equity | WARC
Brand equity articles on brand equity a qualitative and quantitative component, both of which have been source of interest for academicians and marketers for a long time, but until now no widely accepted forms of measurements for both have been developed.
Brand equity, simply put, is the tangible and intangible value of a brand driven by its recognisability and perception.
The more positive articles on brand equity recognition and perception levels are, the stronger the brand equity is.
The opposite is necessarily not true, but perception has a stronger impact on brand equity, so more negative the perception lower is the equity.
A brand with low recognition levels does not necessarily have lower brand equity. It is at a stage where brand equity formation is sub-optimal because enough people do not know enough about articles on brand equity brand to have any opinions about it.
Managing Brand Equity – Best Global Practice Assessment
This is common for all brands in the early launch stage of their life cycles. This becomes a challenge when a brand fails to build up enough recognition levels to articles on brand equity a platform for the initial formation of brand equity.
This, in most instances, can be driven by marketing and communication efforts and influenced by direct brand experience.
Due to the challenges of measuring brand equity, it is equally difficult to manage it also.
Top Marketing Research Articles Related to Brand Equity
For many organisations and marketing leaders, the question essentially becomes: What are we managing? What are we supposed to manage? Even though it is difficult to measure the quantitative impact of brand equity on brand financials and the softer aspects of status, luxury, warmth, prestige etc.
It is important to highlight at this stage articles on brand equity a measurement of the current state of brand equity should not articles on brand equity an unnaturally high level of influence on what the brand should be or should stand for.
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The current state assessment is a check to establish how close or how far are organizations and marketing leaders from the goal of establishing the brand on the intended positioning platform.
The current state assessment acts a crucial guideline for developing the strategy for brand equity development and management. Global organisations are increasingly putting into practice research driven frameworks for measuring and managing brand equity.
The fact that measuring brand performance on key positioning parameters is articles on brand equity an established best practice in majority of organisations is a positive development.
But, the primary aspect that is missing in these brand equity tracking and measurement programmes is the ability to take on board the evolution of the brand.
Articles on brand equity form of brand equity management should have brand evolution at the heart of its strategy. In addition to evolution, brand equity is continuously influenced by some critical factors, which include category and market fragmentation and evolution, competitor activity, level of brand competitiveness, relevance, changing consumer tastes and preferences and effectiveness of marketing and communication channels.
Keeping in mind these influencing factors, brand equity management can be categorised under two broad heads: In short, the primary reason for organisations to engage in best-in-class or sub-optimal brand equity management is the presence or lack of understanding.