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Relevance of Brand Equity

While defining brands and competing in a competitive marketplace, start-ups possess an advantage.


“Brand Equity” is a term that we are familiar with. It can be heard often near the walls of multinationals as marketers infuse aspects of a brand into a palpable strategy and steer the dangerous waters of marketing and advertising.


Every brand has a value. But how did the brand achieve that value and how can that be maintained? Developing brand equity is critical because it lets corporations to successfully interact with their consumer base in a way that drives brand loyalty, allowing the enterprise to keep growing.


However, one could argue that it is not just established companies that stand to benefit the maximum from the concept of brand equity. Start-ups, too, the ones taking the first step into the massive world of commercial enterprises, should remember their brand worth, as this can help them define themselves in the coming years and direct the agency towards a profitable end goal.


Fledgling brands require an awful lot of assistance and so pursuing clients is most important. But also, it is vital at this early level to focus on the crux of brand values and start cultivating these.


Start-ups additionally have a wonderful gain due to the fact that they have the capacity to construct and leverage early stage brand DNA, enabling them to stay niche and pierce the competitive clutter. Building core values into a brand from the outset will assist in seizing a loyal consumer base and also furnish a certain quantity of gravitas.


It is paramount to decide a company's function and proactively boost this into a personality; in a crowded marketplace this will define the company and enable it to stand out from its competitors, fundamental for securing market share in a modern world full of unpredictable consumers.


But this way, we’re looking at brand equity from an external standpoint. The effect such values can have on the interior functioning and structures of a business are equally important as these will naturally affect the outward face of the brand.


As companies or brands develop a name for themselves, the risk of losing core values can start to surface. It's easy for brand values to lose focus and this poses a danger of losing loyal customers. It is therefore important to create a culture that reflects the brand positioning and can grow the equity of the brand, not devalue it.


This will make it simpler to create brand advocates among employees, a role that may help to interest and retain clients.


In events, advocates allow for impactful brand activation and engagement on an individual basis. For example; at trade shows, customers can sense it right away when representatives show a lack of interest in the business or the product they are promoting.


Brand equity plays a crucial part right here, as successful internal brand communications facilitate in crafting employees into the 'face' of the company at industry events. Those employees can then promote the brand amongst their key customers, who in turn can play a vital role in furthering the brand's message to a wider audience.


Since word of mouth plays a large part in the establishment of nature and value of brand equity, it is extremely difficult to quantify. Measurable advertising campaigns are handiest when it comes to brand development, and with the persisting dominance of social media, there is a very low possibility of this changing.


Though it is not possible to place a price on brand equity, this does not mean that it cannot play a vital role in marketing strategy. The role that brand equity plays should be at the forefront, giving the brand essence that all other marketing strategies and thoughts can grow from, providing translation of brand values to sales and profit.


Tridiv Daas is the originator of Creative Factor Group.

Having spent over two decades in advertising & marketing and worked on some of the most prominent brands like Intel, Apple, Essilor, Schneider Electric. He is now empowering small and medium organisations to thrive in the present opportunities. Connect with him at tridiv@creativefactor.in


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