Brand equity measurement leads to highly valuable insights into what the brand and competing brands own in the minds of its target customers. For those marketers in the process of measuring brand equity, We have cataloged the 29 most common mistakes to avoid:
Everyone’s torn this way and that. It’s easy to lose concentration or to find yourselves prioritizing the wrong things. If your brand feels like it’s drifting, here’s 7 sure signs that you’re not focusing on the right things.
In the late 1980’s when Nike was in the midst of figuring out how to reposition the brand with the women’s market (see Soulful Branding for the full case study) we found that hardcore, male, testosterone-driven, competitive sports heroes, images and stories were all pervasive, defining the ethos of the Nike brand. Recognizing the inappropriateness of the hardcore male sports ethos in communicating with women was the first step in successfully repositioning the Nike brand....
Myths are by nature clichés; that’s what makes them work. They’re easy, we get them instantly and their message shoots straight to our heart – whether we want it to or not. That’s how they capture us and how they can guide us. Besides, iconic always beats ironic, at least, when it comes to building Ueber-Brands.
I call it the goodness movement – the rush to appear responsible that has gripped global brands over recent years.
