Brand equity is a term used to describe the value of a brand based on its name, reputation, and customer loyalty. It’s the intangible asset that drives your business forward. If you’re a CMO, you should be aware of just how vital brand equity is to your company’s success. Read on to learn more about this important concept and why it should matter to you.
What is Brand Equity?
Brand equity refers to the marketing and financial value associated with a particular brand; it’s an intangible asset that can often be difficult to measure. In essence, it’s the emotional connection between customers and your product or service—the positive feelings that come from using your product or service, as well as any recognition for having chosen your product over another.
What Factors Impact Brand Equity?
A variety of factors can impact brand equity. These include customer experience with the product or service, advertising campaigns, word-of-mouth recommendations from friends and family, industry awards won by the company, public relations initiatives, pricing structure, customer loyalty programs, quality control processes, customer support offerings — even celebrity endorsements can have an effect on brand equity.
How Can You Increase Your Brand Equity?
The best way to increase your brand equity is through creating positive experiences for customers at every point in their journey with you—from initial contact all the way through post-purchase followup. This could include things like providing exceptional product features and benefits; offering high-quality customer service; creating engaging content; maintaining consistent messaging across all platforms; developing relationships with influencers in the industry; or launching campaigns designed specifically to build awareness and loyalty around your brand. All of these tactics will help ensure that customers recognize the value of choosing your product or service over others in the market.
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Building strong brand equity should be a top priority for any CMO looking to create long-term success for their business. Having a recognizable name among consumers not only helps drive sales but also provides businesses with increased opportunities for growth and expansion down the road. To achieve this goal, it’s important to focus on delivering excellent products or services alongside unique experiences for customers at each stage of their journey with you – from initial contact all the way through post-purchase followup – so that they feel valued and respected by your business. Doing so will create an emotional connection between them and your brand which will help increase loyalty over time – something every CMO wants!