Brand Equity

Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. For a brand to be strong it must accomplish two things over time: retain current customers and attract new ones. To the extent a brand does these things well, it grows stronger versus competition, and delivers more profits to its owners.

Breaking down the definition of "brand equity" into its two components, we can more easily determine a reliable way to measure brand equity, and to track changes in brand equity over time. The components of brand equity, retention and attraction of customers, stem from people's experiences with and perceptions of a brand.

The ability to retain customers is largely experiential. High equity brands exhibit stronger levels of customer satisfaction and loyalty. History has shown that consumers will continue to buy a brand that offers them "their money's worth."

The ability to attract new customers is largely perceptual. Because customers do not have actual brand experience, they must go by what they hear, see and believe about a brand. The two primary ways the market receives this information is through messages controlled by marketing, such as advertising and PR efforts, as well as uncontrolled messages such as press stories and "word of mouth."

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

---

Google News Updated : Thu, 24 Jul 2008 06:51:44 GMT Billionaires Back Antismoking Effort - New York Times Boston Globe Billionaires Back Antismoking Effort New York Times - 27 minutes ago Bill Gates and New York Mayor Michael R. Bloomberg announced their antismoking initiative on Wednesday in New York. By DONALD G. MCNEIL JR Bill Gates and Mayor Michael R. Bloomberg announced on Wednesday that they would spend $500 million to stop ... Video: Gates, Bloomberg Pool Riches to Fight Smoking AssociatedPress The $500 million war on smoking Minneapolis Star Tribune BusinessWeek - eFluxMedia - Bizjournals.com - FOXBusiness all 471 news articles Publ.Date : Thu, 24 Jul 2008 06:23:48 GMT Discovery may boost statin safety - BBC News InjuryBoard.com Discovery may boost statin safety BBC News - 7 hours ago Scientists have pinpointed a gene mutation as a major cause of a rare side effect of the cholesterol-lowering drugs statins. They hope the discovery could lead to a simple test to identify patients at increased risk of myopathy - severe muscle pain and ... Gene May Predict Cholesterol-Lowering Drug Risk, Study Says Bloomberg Genetic Cause of Statin-Related Muscle Pain Found Washington Post U.S. News & World Report - Reuters - The Associated Press - The Star-Ledger - NJ.com all 172 news articles Publ.Date : Wed, 23 Jul 2008 23:14:24 GMT Christian Bale's lady sidekick: Sibi Bale - Los Angeles Times ABC News Christian Bale's lady sidekick: Sibi Bale Los Angeles Times - 4 hours ago Like the Dark Knight/Bruce Wayne, Christian Bale is a real-life man of mystery. Averse to personal publicity, he is well-known for not wanting to discuss his private life. Christian Bale, Wife "Solid" at Knight's Spain Premiere E! Online Bale's family feud led to scuffle The Star-Ledger - NJ.com People Magazine - New York Daily News - Boston Herald - Variety all 2,386 news articles Publ.Date : Thu, 24 Jul 2008 02:10:31 GMT Karadzic lived the good life with wine, song - Reuters ABC News Karadzic lived the good life with wine, song Reuters - 2 hours ago By Ivana Sekularac BELGRADE (Reuters) - Radovan Karadzic lived the good life while hiding from justice for 11 years: he watched his diet, fell in love and hung out in a small bar where hardliners gathered to sing about his wartime exploits. Video: Karadzic's arrest sparks clashes - 23 Jul 08 AlJazeeraEnglish Karadzic's secret life enthralls his fellow Serbs The Associated Press Reuters UK - euronews - New York Times - Voice of America all 5,771 news articles Publ.Date : Thu, 24 Jul 2008 04:05:33 GMT Rapper 50 Cent sues Taco Bell over ad - New York Daily News ABC News Rapper 50 Cent sues Taco Bell over ad New York Daily News - 36 minutes ago BY THOMAS ZAMBITO The rapper - real name Curtis Jackson - is suing the fast-food chain for using his hip-hop persona to tout its tacos. 50 Cent sues Taco Bell over ad campaign The Associated Press Rapper 50 Cent says Taco Bell stole his endorsement Reuters E! Online - MTV.com - CNNMoney.com - KWCH all 187 news articles Publ.Date : Thu, 24 Jul 2008 06:15:09 GMT Favre's heir? With backing from mates, Rodgers waits patiently - USA Today Bleacher Report Favre's heir? With backing from mates, Rodgers waits patiently USA Today - 4 hours ago By Matt Ludtke, AP By Larry Weisman, USA TODAY He no longer sounds like a retired player after seemingly passing on the opportunity to lead a talent-laden Packers squad. Video: The Rift Between Favre and the Packers AssociatedPress Finding new home for Brett Favre won't be easy Chicago Tribune Minneapolis Star Tribune - Kansas City Star - The Canadian Press - Tampa Tribune all 512 news articles Publ.Date : Thu, 24 Jul 2008 02:06:18 GMT Zimbabwe Parties May Sign Unity Deal Soon, Business Day Reports - Bloomberg ABC News Zimbabwe Parties May Sign Unity Deal Soon, Business Day Reports Bloomberg - 28 minutes ago By Carli Lourens July 24 (Bloomberg) -- Zimbabwe's ruling and opposition parties may sign a power-sharing agreement soon as they have already agreed on a wide range of issues, Business Day reported, citing people it didn't identify. Fearsome Zimbabwe militias are afraid Los Angeles Times Delayed Zimbabwe Power-Sharing Talks Seen Beginning Thursday Voice of America BBC News - guardian.co.uk - AFP all 3,609 news articles Publ.Date : Thu, 24 Jul 2008 06:23:06 GMT Earn Money With Surveys Add RSS Feeds To My Web Pages

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More

Time To Revamp Your Visual Identity?

Look at your company logo. Does it fade into the... Read More

No Logo? Launching A Business Without a Logo Can Sabotage You

Initial lack of customers and cash flow often causes a... Read More

Brand Name Identity in the Oil Business

I submit to you that Brand Name Identity in the... Read More

The Aim of the Name

Large corporations spend lavish amounts seeking names for their products... Read More

Brand Identity Guru - Is Your Brand Vital?

The world is not waiting for you?or your product or... Read More

Santa - The Brand

Every Christmas Eve, a burglar named Santa busts into homes... Read More

Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)

Make A Bold Promise Then Back It Up With An... Read More

Branding: All My Exs Live In...

...my senses. I know, you were thinking 'Texas'. Well, if... Read More

Brand Extension; Going from Consumer to Commercial

As more and more home pressure washers are sold at... Read More

Corporate Identity - A Rough Guide

A rough guide to corporate identityThe tabloids report the millions... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

What the Heck is Branding and Why Should I Care?

There's been a lot of buzz lately about branding. But... Read More

Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business

On question I have been asked over and over again... Read More

Corporate Branding and Professional Logo Design

Any business with the minimum interest to be successful should... Read More

Branding Article: Pepsis Missed Brand Opportunity

I love Pepsi. It's that slightly sweeter taste and the... Read More

Differentiate and Dominate

Quite often small business owners will ask me to reveal... Read More

Notable News - The Branding Myth

How many times have you heard of seen advertising for... Read More

Pressure Washing Companies and Co-Branding

Pressure washing companies often miss what we call 'super niche'... Read More

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between... Read More

Positioning and Branding - Brand Identity Guru

Where is your brand positioned in the marketplace? How is... Read More

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several... Read More

Effective Branding...Whats in a Name!

Ask any marketing executive and they will tell you that... Read More

You Bored Me at Hello - Top Three Strategies for Networking Your Brand

"You had me at hello," those famous words from the... Read More