Every established brand should have a clear understanding of its brand equity. The Blake Project’s BrandInsistence brand equity measurement system measures the five things that cause customers to insist upon specific brands: awareness, relevant differentiation, value, accessibility and emotional connection.
With the dawn of the Age of Intellectual Capital during the mid 1990’s, came the realization that a majority of the value of a modern enterprise can be located in the intangible assets and not in the traditional tangible assets such as real estate, plant, equipment, inventory, cash, and the like.
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:
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 Javier, a VP of Marketing in Madrid, Spain who writes…
“If you can’t measure it, you can’t manage it.” Peter Drucker
