Link Building in 2024: What Works, What Doesn't, and What's Next
How is brand equity build, measured and managed?
1.
2.
3. The initial choices for the brand elements or identities making up
the brands
The product and service and all accompanying marketing
activities and supporting marketing programs
Other associations indirectly transferred to the brand by linking it to
some other entity
Brand equity drivers-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
4.
5.
6.
7. Creating brand equity by linking the brand to other information in memory
that conveys meaning to consumers.
8.
9. 1. Choose the right moment.
2. Link internal and external marketing.
3. Bring the brand alive for employees.
10.
11. The brand value chain-------------------------------------------------------------------------------------------------------------------------------------------------------------------------
The brand value chain is a structured approach to assessing the sources and outcomes of
brand equity and the way marketing activities create brand value.