How to Build Building Brand Equity

How to Build Building Brand Equity There are three main sets of brand equity drivers. Brand equity is created by creating the right brand...

How to Build Building Brand Equity

There are three main sets of brand equity drivers. Brand equity is created by creating the right brand knowledge structures with the right consumers.

Brand elements or identities

Integrated effect of all related activities

Referral equity

Brand equity

Brand elements or identities

Brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage. Like the presence of Shahrukh in Nokia mobile add, the signature tune of Nokia and its slogan “connecting people” are the perfect example of creating knowledge structure.

Integrated effect of all related activities

The product and service and all accompanying marketing activities and supporting marketing programs .e.g. the commander safe guard campaign by safe guard anti bacterial soap, their activities in school and every effort to educate the people about this.

Referral equity

This is to establish the equity of your brand by linking it with something well reputed. .e.g. if we are selling cooking oil then we may say that the olives used in this are from Spain. Here we are using the reputation of Spain for good olives in order to establish our brand.