What is Brand Equity?

ou want to build your brand’s equity. But a quick survey of the models for doing so reveal a plethora of options. We’ve found most of these models are either too complex for practical use or are more retrospective tools rather than forward planning tools.

We have developed a consumer-based brand equity model that, by comparison, is easy to understand and use for planning and assessing marketing activities.

This model is not based on financial valuation or product attributes. It’s based on the conditions that must be satisfied to increase the probability of future purchases by a defined group of consumers.

This model is intended to replace classic sales-funnel thinking. Here we define “Trial” as the sales phase where leads are converted/closed. The other 8 steps are marketing phases where those leads are generated and nurtured, both leading up to the sale as well as after.


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