BRAND EQUITY EXPOSED - Quantifying the Unquantifiable

BRAND EQUITY

2:00 - 3:00 BRAND EQUITY EXPOSED

3:00 - 3:30 YOUR BRAND VALUE

BRAND EQUITY

BRAND EQUITY EXPOSED

Added value endowed on products and services.It’s how you think, feel, and behave towards a brand.

BRAND EQUITY

BRAND EQUITY EXPOSED

BUT

It can also be evaluated based upon:

Concerns the prices, changing market share, visual recognition, and profitabilitythe brand commands for the company

BRAND EQUITY

BRAND EQUITY EXPOSED

The good news = it will literally transform your business

The bad news = there is no universally accepted way to measure it

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The big challenge with brand equity is that it’s hard to reconcile the the disconnect between quantitative..

..and qualitative equity values

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Threadless has built a community of designers, artists, illustrators and everyone else who lovesT-shirts with a unique style by encouraging potential customers to both design and vote for their favourite T-shirts. Forming a community around this shared love of quirky illustrated T-shirts means that potential customers become artists as well as marketers.

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Let’s take a break..[well from me]

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SOwhat is yourbrand equity?

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The concept behind the Brand Equity Model is simple: in order to build a strong brand,you must shape how customers think and feel about your product. You have to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it...

..When you have strong brand equity, your customers will buy more from you, they'll recommend you to other people, they're more loyal, and you're lesslikely to lose them to competitors.

from Mindtools.com

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YOUR DESIRED BRAND INFLUENCE[aka your strategy]

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Keller’s Brand Equity Model

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Pareto Principle

80% of the effectscome from 20%

of the causes

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does 80% of your brandequity come from 20%

of your audience?

80% of your salescome from 20% of your customers

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