My Thought of the day!

“The term brand equity is a very imprecise conflation of three concepts: brand valuation, brand Appeal and brand image. The term seems to have been invented in the 1980s to imbue intermediate brand attributes with financial association. Arguably that is unjustified, unwise and unlikely to impress anyone from a financial background. It is currently often loosely used to include many different measures, whether or not they are likely to lead to business success”

Reading: Marketing in the era of Accountability (Click Here to get full doc)

I still struggle with defining, goal setting & tracking success as defined by Brand Equity. A few things remain fuzzy to me but some feel clear as mud…time will tell!

1. Brand Equity is a means to an end.
2. There’s no such thing as a “strong” or “weak” brand Equity
3. Brand Equity is most useful when it gives weight to the increased probability of a person engaging, buying and using the product or service you offer for the Job they want satisfied.
4. Brand Equity is a weird perception of a “things” character.
   • The “thing” (or Brand) gets judged like a human – its historical behavior or perception becomes the lens by which the mass decides if it is permitted to weigh in on topics or direct change.

All of the above are my feelings. Time and experiments will test them. I’ll repost as I learn new things that contradict or change those views. #foreverlearning