Brand equity is a financial valuation of the firm’s brand contribution to profit.
Most brand equity valuation firms – such as Millward Brown (as discussed in the link below) – look at brand equity on economic use basis.
Category: Branding
Four brand strategies
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.
As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. … Read more...
Brand name selection
Selecting a brand name
One of the key decisions when bringing a new product to market, particularly if it is going to be under the umbrella of a new brand, is the brand name selection.
There are two approaches to … Read more...
What is a brand?
Definition of a brand
A brand can be defined as a name, sign, logo, or design of a product/ service or a firm designed to identify ownership and to differentiate the offering in the marketplace.
What are brand elements?
Most … Read more...
Main branding decisions
In modern-day marketing, brand equity is generally highly sought-after. Brand equity can deliver financial benefits to the firm – primarily through greater market share, price premium, and increased customer loyalty.
There are multiple decisions to be made however, when introducing … Read more...
What is a brand touchpoint?
Customer journey mapping is techniques that relies upon identifying and sequencing the touchpoints (exposures and interactions) that consumers (potential customers) and actual customers have with the brand.
Therefore, as a simple definition for what is a brand touchpoint? A brand … Read more...
When to use customer journey maps?
Customer journey mapping is a visual technique designed to outline how:
- The brand reaches a consumer’s consideration (evoked) set
- How the consumer progresses through the buying decision process and selects a suitable brand, and
- The consumer progresses through consumption
Examples of brand touchpoints for Apple
The following is a list of possible brand touchpoints for Apple. Brand touchpoints are a key aspect of understanding the customer journey and creating a customer journey map. In recent years, Apple has become one of the strongest brands … Read more...
Examples of brand touchpoints
Brand touchpoints can be defined as the interactions and exposures that a consumer can have with a brand. Brand touchpoints are very broadly defined and include both deliberate communications from a firm/brand and communications and interactions that the consumer will … Read more...