Almost 20 years ago, I first set foot in developing China, and into the early boom years of that country’s remarkable transformation. As the first Marketing Director for Procter & Gamble China, over the next 3 years I saw the incredible vibrancy, growth and opportunity of a developing market firsthand.
Like people, brands don’t live forever.* They’re born into the marketplace, grow and become successful, then iconic, and then stale as week old bread.
It is never too early in the process to understand who your brand’s customers are, what motivates them and how to reach them. Doing this at the end of the product development process is usually too late. You will have developed a more unique and compelling solution if it was based on these insights earlier on in the process.
What consumers fear most nowadays is not failing to reach the top but tumbling down to rock bottom.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. Readers know, we regularly answer questions from marketers everywhere. Today we hear from Marc, a Senior Market Research Anlayst in Chicago, Illinois who has this question about measuring brand equity.
