Brand Equity and Measurement

As more brands transition from product-centric to consumer-centric business models, the overall perception of a brand and its values is more critical than ever. Furthermore, an increasing number of consumers emphasize how brands treat their employees, their customers, and the natural environment.

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Remaining proactive in this worldwide shift requires businesses to stay conscious of how their marketing efforts impact their brand awareness and image. Thankfully, the experts at SIS Global Marketing have worked diligently to develop strategies organizations can leverage to improve their brand equity.

What is Brand Equity?

Brand equity is the amount of leverage that a particular brand name or image has on the minds of consumers and the value associated with the image surrounding that brand. Businesses foster heightened brand equity by offering unique, positive experiences to their customers that facilitate repeat buying patterns, brand loyalty, and sway purchasing behaviors over competitors. Organizations can achieve more significant brand equity by effectively identifying their target consumers, aligning with their values, and offering high-quality, satisfactory products or services. Additionally, brands that reward their loyal customers with unique programs and retention efforts can help push even greater brand equity by establishing a rapport with existing loyalists.

Brand Awareness

It tells an organization how identifiable its brand is and the associations customers have established with it. Organizations must use cohesive messaging and brand imagery to remain identifiable – even with new products or services. Organizations that communicate inconsistencies with their brand will struggle to establish an intense instance of brand equity.

Brand Experience

Customers associate experiences with brands. Customer service, loyalty programs, shopping experiences, and more are all part of the brand experience. Brands must remain consistent with their internal and external values to ensure that customer perceptions stay constant and their experiences are similar.

What is vital about brand equity?

An essential aspect of brand equity is that it carries several benefits in terms of ROI (return on investment). Businesses focusing on a robust brand image often experience greater returns than their competitors while spending less. A strong brand image can also benefit production environments, advertising efforts, and marketing initiatives. For instance, businesses with positive brand equity can typically charge more. The values these brands communicate are often associated with their product offerings and incentivize customers to pay a premium for a product they believe in. Furthermore, organizations with an established brand can launch and market new offerings under their already-established brand equity. This is standard practice amongst industry-leading beverage and food brands that release new products for a limited time under the guise of their pre-existing brand image.

How Does an Organization Build Brand Equity?

Establishing positive brand equity can pay significant dividends to an organization, but it is not something that comes easily. Building positive brand equity requires substantial work, research, and investment. Organizations must understand their target audience and the values that matter most to them.

Understand why you started in the first place

Our commitment to you remains unwavering. We exist to solve your pain points, to navigate complexities, and to drive results. We’re here to help you reconnect with that purpose and align your strategies accordingly.

Create a consistent message

We understand the power of a unified brand message. Consistency across all touchpoints reinforces your identity, builds trust, and resonates with your audience, and our strategic approach ensures that every message aligns with your mission, values, and value proposition

Boost brand awareness

With a clear, concise message, companies should focus on boosting their brand’s awareness by emphasizing brand attributes and referring to the why. With digital solutions and e-commerce platforms shifting how organizations do business, establishing and advocating for long-term strategies can be challenging. However, our team of experts can help you focus on long-term brand campaigns that yield positive results.

Build the customer experience

We recognize that customer experience is the collective sum of interactions associated with your brand. It encompasses everything from communications and marketing to product offerings and organizational values. Yet, many organizations overlook formal procedures to support these experiences.

Conduct a Brand Audit

At SIS Global Marketing, we strategically navigate the channels that connect your products and services to your audience. Whether it’s direct sales, retail outlets, online marketplaces, or digital advertising networks, we ensure your offerings reach the right people at the right time

How can SIS Global Marketing Help?

At SIS Global Marketing, we have an established team of industry-recognized professionals dedicated to driving your organization’s success.

Our experts have decades of experience building brand equity for global organizations and industry leaders. We pride ourselves on valuing long-lasting strategic partnerships over transactional interactions and we offer a variety of brand equity services including:

Brand Auditing
Brand Equity Plan Development and Execution
Brand Awareness Consulting
Digital Brand Equity Consulting
Brand Marketing Alignment
Consumer Research and Target Audience Identification