If your customer can live without you, eventually they will. One statistic offers all of the evidence needed to support this somber fact: eighty-nine percent of the companies that were in the Fortune 500 sixty years ago are now gone.
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Dr. Derrick Daye, Author at Branding Strategy Insider - Page 6 of 106
Marketers should think about the following when considering brand extensions.
We believe that the ultimate goal of brand equity building is to move the consumer from brand awareness to brand insistence. Brand insistence is reserved for those brands that have been carefully designed to posses these characteristics: relevant differentiated benefits for their target customers, ability to build strong emotional connections, have a high degree of awareness, are perceived to deliver deep value for the price and are easily accessible.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Christina, a VP of Marketing in Boston, Massachusetts who has this question about measuring the value of brand assets.
It has long been a task of marketing to change people’s minds. Perhaps the most difficult task of all as people grasp firmly to their beliefs.