Questions Sales and Marketing

What is brand equity in marketing?

Airtract

Ishat Dugar

Put your positive pants on

Marketing is a way of establishing a strong bond between your company and the audience. Marketing helps a business to grow by contributing to achieving the proper sales target. Marketing focuses on interaction with the audience to generate leads for the business.

In simple terms, brand equity can be defined as brand value.

The brand value is significant in establishing the brand in the long run. Brand equity is the value of the brand as perceived by the customers over rival brands or products.

Positive Brand Equity is very important for a company. Brand Equity helps in the expansion of the product lines which in turn helps in the increment of the company’s revenues and sales, ultimately leading to the development of the business.

Now Brand equity is composed of a few subcategories which are mentioned below:

  • Recognition of the Brand: The identification of the brand is essential in the customer world. The higher the brand recognition, the stronger is the base of the company-customer relationship.

  • The Experience Earned by the Brand: This is the consumer’s experience of using the brand and related products. The more positive the brand experience, the better the company flourishes in the competitive market.

  • The Loyalty proved by the Brand: The more the company is loyal to its customers, the more loyal the customers will be in turn, and they’ll be ready to pay even higher prices for the products from the concerned company.

Lets now move on to the process of building Brand Equity.

Focusing on Building Brand Awareness

Firstly you need to follow is to educate the audience about your brand and all its promises. You need to make them understand about the endless benefits they will get on using your company's products, which will make their life easier.

Forming a bridge of communication between the company and the audience

In business, the most important component is the customers. The communication between the company and the customers should be secure, and the company should be able to express the views and ideas to their customers.

The company should also focus on the reviews made by the customers and should work accordingly to ensure complete customers satisfaction.

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