C-Suite executives, corporate researchers and their agencies recognize that we are no longer driving on a one-way street. We have always known how important it is to manage both brand equity and customer equity. What’s different today is that the full power of marketing will come from understanding and managing them jointly. Our new research has clear implications for strategy and creative. It shows that personally relevant experiences with a brand, the specific experiences that are really meaningful to consumers, are highly correlated with brand usage and preference, and even more so with growing the customer base: acquiring new customers and winning back lapsed customers. At BrandPanorama, we help clients unlock the full value of their brands by understanding how brand equity builds customer equity and how we can forge and sustain these dynamic relationships between brands and consumers
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