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Brand Equity (Why is it important to protect brand equity? (Brand…
Brand Equity
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Brand Neglet
- No identification with brand associations
- No systematic valid measure
of satisfaction and loyalty
- Lack of knowledge of
brand awareness
- No indicator of brand and
long-term business success
- No indicator of brand and
long-term business success
- No one person responsible for
protecting brand equity
- No long term measurement
of brand performance
- No measurement of marketing
programme on brand
- No long-term strategy
for the brand
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Notes:
- Perceived value of a brand, when compared with other brands with less brand equity, is higher and allows the manufacturer to charge premium prices for their products, it also allows them to demand more from retailers, like better positioning of their products on the retailer´s shelf