Competency Group: Business
Description: Brand equity refers to the added value that your brand gives to your product. Its value is equal to the difference between sales that your branded product achieves and sales that it would achieve were it “generic,” or unbranded. Brand equity analysis can help you enumerate a set of attributes by which to measure your brand equity and then evaluate your performance and compare your brand equity to your competitors’. A brand equity assessment can help you leverage and expand the value that your brand adds to your offering and can be useful when identifying a target market and marketing strategy. Consumers are surveyed to obtain purchase intent and to understand the importance of product functions and features. It can be a good tool for monitoring product performance.
Citation for Description: FGI Research. (2010). Market research glossary. Retrieved from http://www.fgiresearch.com/resource/market-research-glossary.html.
Units: Financial projections about the actual value of a product based on the brand
Advantages: Brand equity is an essential lever for profitability. Brands with strong brand equity can command premium prices, maintain market share, and attract investors.
Limitations: Establishing a brand can be a very difficult marketing undertaking. Brand popularity may vary by market.
Target Audience: Top management, Marketing
Relevant to Universal Design: No
Stages and Steps: 2.2
Free Resource: Brandz. (2012). Top 50 most valuable Chinese brands. Retrieved from http://www.brandz.com/output/.
Purchase Resource: Dobney. (2010). About brands. Retrieved from http://www.dobney.com/Strategies/brands.htm.