| Measuring brand equity allows a company
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| | current and prospective customers). While
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| to establish a baseline and track changes
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| | historical financial performance is
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| in its brand equity over time. If a
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| | important in understanding brand
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| company consistently works to improve the
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| | strength, it does not tell the whole
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| strength of its brands, it must trace
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| | story, especially in terms of what the
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| progress, or risk "flying blind." Changes
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| | future might hold for the brand. This
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| in a quantitative measurement of brand
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| | potential deficiency derives from the
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| equity can show the company the effects
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| | choices made in defining brand
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| of its work, and greatly aid in setting
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| | equity.Scott White is President of Brand
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| marketing and management priorities in
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| | Identity Guru a leading Corporate
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| the next business planning cycle.Once a
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| | Branding and Branding Research firm in
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| brand equity measurement system is
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| | Boston, MA.Brand Identity Guru
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| established, a company can better
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| | specializes in creating corporate and
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| understand and therefore determine if
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| | product brands that increase sales,
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| equity in a given brand can be leveraged
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| | market share, customer loyalty, and brand
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| or transferred to an entirely new product
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| | valuation.This Article may be freely
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| or service category. Thus, a firm can
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| | copied as long as it is not modified and
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| increase the return from the investment
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| | this resource box accompanies the
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| in building a particular brand over time
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| | article, together with working
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| by extending that brand's equity into new
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| | hyperlinks.Over the course of his 15-year
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| categories.A company may want to measure
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| | branding career, Scott White has worked
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| its brand equity to aid in assigning a
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| | in a wide variety of industries:
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| monetary value to a brand. Wall Street
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| | high-tech, manufacturing, computer
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| measures the strength of a brand by
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| | hardware and software,
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| looking primarily at current and
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| | telecommunications, banking, restaurants,
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| historical financial measures, with
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| | fashion, healthcare, Internet, retail,
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| minimal use of information directly from
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| | and service businesses, as well as
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| the "voice of the marketplace" (i.e.,
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| | numerous non-profit organizations.
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