A right mouthful about brands
Brand equity describes the value of having a
brand based on the idea that the owner of a well-
known brand name can generate more money from
products with that brand name than from products with
a less well-known name, as consumers believe that a
product with a well-known name is better than
products with less well known names.
• You make more money by selling more at the same
• You make more money by selling the same volume
at a higher price
• You get more repeat purchases
• Customers stay with you longer
• Their lifetime value is greater
• Economies of scale mean you can undercut
• You can pay more to get or keep a customer
• People forgive your mistakes more easily. They
trust you to put things right.
How to live forever
• Things can be copied
• Brands can’t
• “A brand is not a process, a product or
people. It can live on after processes and
products have changed – and people have
• Companies are made up of people
• People die. People move on.
• Working practices change
• But how do you “copy” a brand?
• Impossible: its qualities are in the mind.
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