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Brand Equity - Branding Strategy Insider

Many studies over time have demonstrated that brand equity is a significant contributor to stock price, company valuation and shareholder value. Branding Strategy Insider offers insight on effective measurement techniques with emphasis on awareness, differentiation, value, accessibility, and emotional connection.
Measuring Branding Success

This is a challenging subject. Many people believe the only measure of success is the final results. For example, if you are selling a product did you sell more because of the investment in your communication campaign? If yes, then it is judged a success. If no, it is judged a failure.

Actively Managing Brand Equity

Brand equity is the added value element of your brand. I often refer to as “emotional margin”. It’s frequently measured as the gap between the price your brand can command through its very presence compared with how consumers value non-branded products in your category.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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