Apple. Coca-Cola. Tylenol. Porsche. What do you feel when you see the names of these brands? They all provoke feelings (positive, their marketing teams hope) and are examples of strong brands that enjoy outstanding brand equity.
managing brand equity david aaker ebook 12
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All these components are measurable when ran through the right platforms that highlight where more could be done to attain brand equity. Branding needs to be delivered at every touchpoint along the customer journey to ensure this recognition. Data can then be gathered at various stages of marketing to inform and increase customer brand loyalty and show up the distinctiveness of the brand from its competitors.
It's become obvious from talking to a great many people in the business that my questions about the digital world are the same questions clients ask their agency partners all the time. How should social sites, like Facebook or MySpace, be used as part of the branding mix? What should marketers know about search functionality? Will you get better return on the development costs of television ads if you reformat them for YouTube? How do you create a successful viral campaign? How effective is consumer-generated content? What happens if someone writes a lousy review of your product on his blog and the story is picked up by CNN? Do you need a special agency to do the digital stuff? How do you keep all this new stuff integrated with the traditional stuff? How do you figure out what technology to use to reach one audience versus another? Should you throw everything you know about branding out the window?
There is no one accepted process model, but all models have two starting points: it must be clear which person or group is responsible for the brand and the brand strategy, and a process template must exist. The completed template should specify such aspects of a strategy as the target segment, the brand identity or vision, brand equity goals and measures, and brand-building programs that will be used within and outside the company. Although various process models can work, observations of effective programs suggest five guidelines.
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