What Is Brand Equity Part One

A revolution has taken place since the 1980s which helps determine that the capital of the company does not reside solely in its financial assets.

Brand equity can also be defined as the set of representations that consumers have of the brand, whether cognitive or affective.      

What Is the Role of Brands?  

The brand is much more than an outward sign or a powerful marketing tool. When you restrict the brand to a single product like selling only self ink stamp, you limit its capital. All of us know that any product can be made to disappear.    

A brand is a tool that serves as a lever to act and stand out among its audiences. The brand often uses a symbolic language made up of representations.

The bond that is woven with individuals through the interpretation of this language reflects this emotional and relational bond. The brand unites, is a mobilizing force.

The brand leads to a phenomenon of identification around its values ​​and representations. The customer's experience at each point of contact with the brand reinforces this feeling of identification.

What Is Brand Equity?  

Increasingly, attention is focused on the quality and nature of the customer experience with the brand. Indicators make it possible to measure the value of the brand with the consumer:   

- Degree of notoriety 

- The level of trust and attachment 

- Loyalty 

- Preference rate 

- The perceived quality 

A strong brand enjoys a high loyalty rate. The brand's reputation is a source of demand and lasting attractiveness.

The perception of the added value of the brand by the consumer reinforces the real capital of the company as an intangible asset.