Brand Equity: Awareness and Perception in Content Strategy

As its name suggests, brand equity helps you capitalize on all of your brand’s assets. In content strategy and inbound marketing, this translates into consideration of the perceptions of the target audience.
Brand equity is one of the most valuable assets of a business, and while untouchable, it is critical to its financial success. Why? Because today, more than ever, brand identity is not just a factor of recognition and identification. The brand is also a brand universe: an abstract set of values that constitute the DNA, as well as a wide range of consumer perceptions that shape it in a direct and meaningful way.
Brand equity, pyramid assets
When it comes to building a strong brand, it is inevitable to mention the brand equity model originally defined by David Aaker. The famous “brand equity “in the shape of a pyramid, where consumer opinions and feelings represent sources of information in their own right in the management and activation of the brand image.
1. At the base of the pyramid, the saliency that corresponds to the brand awareness phase. The goal at this stage is to introduce the brand to its target audience, improve its visibility and bring it closer to consumers.
2. Then the performance and the imagery of establishing the meaning and identity of the brand. This is the phase of brand recognition. Its goal is to help customers become familiar with the brand, to start recognizing it.
3. The third level is the brand’s response, which consists of judgments and feelings. At this point, potential customers decide to evaluate the quality of the brand by association or disassociation with the competition, and develop an experience with it.
4. At the top of the pyramid, the resonance of the brand announcing the phases of preference and loyalty to the brand. This is the moment when customers decide that the brand is their preferred choice, based on many positive experiences and the interactions they have had with it. Not only do the loyal customers buy in repeated cycles, sometimes exclusively, but they also become true ambassadors and are strong advocates.
Content strategy and brand equity
In content strategy, focusing on brand equity involves designing and producing devices that are adapted to each stage of the pyramid, with clearly identified objectives:
1. To attract attention : develop a content plan to increase brand exposure and make it more visible, increase your SEO and target the right people, at the right time, in the right place.
2. To convince: educate the public and explain how the brand can help him solve his problems; resolve his pain points, while reducing the perceived risk of the purchase.
3. To make the difference : to convince the public that the brand is the one it needs, that it is unique and special, that it can meet both its physiological needs and its highest aspirations.
4. To build loyalty over time: establish a relationship of trust, a rational and emotional dialogue; create a unique experience and reward.