BRAND EQUITY EXPOSED - Quantifying the Unquantifiable

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This workshop covers the world of brand equity, dispels the myths and cites modern day examples.

Delivered to MA Entrepreneurship & Innovation

Published in: Marketing
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BRAND EQUITY EXPOSED - Quantifying the Unquantifiable

  1. 1. 2:00 - 3:00 BRAND EQUITY EXPOSED 3:00 - 3:30 YOUR BRAND VALUE BRAND EQUITY
  2. 2. BRAND EQUITY EXPOSED Added value endowed on products and services. It’s how you think, feel, and behave towards a brand. BRAND EQUITY
  3. 3. BRAND EQUITY EXPOSED BUT It can also be evaluated based upon: Concerns the prices, changing market share, visual recognition, and profitability the brand commands for the company BRAND EQUITY
  4. 4. BRAND EQUITY EXPOSED The good news = it will literally transform your business The bad news = there is no universally accepted way to measure it BRAND EQUITY
  5. 5. The big challenge with brand equity is that it’s hard to reconcile the the disconnect between quantitative.. ..and qualitative equity values BRAND EQUITY
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  16. 16. Threadless has built a community of designers, artists, illustrators and everyone else who loves T-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. BRAND EQUITY
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  28. 28. Let’s take a break.. [well from me] BRAND EQUITY
  29. 29. SO what is your brand equity? BRAND EQUITY
  30. 30. YOUR DESIRED BRAND INFLUENCE [aka your strategy] ..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 less likely to lose them to competitors. “ “ 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... from Mindtools.com BRAND EQUITY
  31. 31. Keller’s Brand Equity Model BRAND EQUITY
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  33. 33. Pareto Principle 80% of the effects come from 20% of the causes BRAND EQUITY
  34. 34. 80% of your sales come from 20% of your customers does 80% of your brand equity come from 20% of your audience? BRAND EQUITY
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