How do we explain the value of brand equity ? Brand equity value is the aquired additional value a person brings to a brand performance  given a certain positive brand impression based on awareness, esteem and loyalty with the brand.  Here’s a list for any business brand to consider.

1. Benefits from a person’s brand equity value satisfaction

a. better price elasticity … they will pay more based on their greater value impressions

b. demonstrate stronger brand loyalty

c. increase ambassadorship behavior

d. forgiveness factor increase

e. recall increases – extending potential brand life

2. Efficiency and effectiveness of marketing increases

3. Trade leverage increases

4. Growth can be faster with lower risks through leveraging the equity position

5. Easier to attract and keep employee talent

6. Easier to attract investors

7. Garner greater revenues through licensing and endorcements

8. Evolve better brand definitions

9. Provides a bases to unify employees

10. Provides a bases to unify constituents

11. Builds higher financial worth into the brand asset itself

Did we miss anything here?

We identify and pursue brand equity building as a distinct discipline within business building. We believe  strong brand equity is the bedrock of a strong business. A business solely focused on building financial equity will naturally be building brand equity. But we have found that a business which can manage to focus on financial equity and brand equity will ultimately be stronger and more successful at a quicker rate.

We believe in order to provide the best results within this framework requires an interdisciplinary team of creative problem solvers coming from communication design and marketing backgrounds that can effectively team with the more business and operational management components. A mutual respect for business and brand distinction in the marketplace is required by all.

Been thinking more and more about this. Business inherently involves itself with brand building principles to help build financial equity. But brand building doesn’t inherently involve business principles to help build brand equity.

After reading news developing daily about how Toyota is facing even deeper consequences from their customers having problems with their ‘fixed cars’, their brand equity will now be truly tested. At some point, new management may be contacting us for a new brand name. Since so many people are affected, and the economy being the way it is, we’re pulling for a terrific case study that shows the undeniable power of Toyota brand equity.

Reading on the Toyota brand hit. One side says the it has great brand equity and if they get aggressive on  safety and communicate it effectively, the equity factor will carry them through. Another side puts it this way…the cleaner the image the greater the damage. From everything we know and have experienced, strong brand equity will assist Toyota’s rebound, not cause greater damage. A better way to qualify the image statement might be… the cleaner the image the greater the surprise. But surprise is quickly over.