Brand Equity and Valuation

Your brand is a strategic asset, can hold tremendous and tangible value, known as “brand equity”, contribute up to 50% of sales and account for up to 90% of market valuation…

Your brand encompasses not only the corporate name, logo and trademarks, but extends to corporate image and perceptions that identify a product, service, or provider in the minds of customers.   Your brand is the culmination of  advertising, marketing communications, packaging and other key factors, and becomes a focus of the relationship with consumers and needs to be managed pro-actively.

In time, a brand comes to embody a promise about the goods it identifies—a promise about quality, performance, or other dimensions of value, which can influence consumers’ choices among competing products.  When consumers trust a brand and find it relevant, they may select the offerings associated with that brand over those of competitors, even at a premium price. When a brand’s promise extends beyond a particular product, its owner may leverage it to enter new markets.

Brand equity is created through strategic investments in communication channels and market education and appreciates through economic growth in profit margins, market share, prestige value, and critical associations. Generally, these strategic investments appreciate over time to deliver a return on investment. This is directly related to marketing ROI.

The Digital 360 Agency’s Brand Equity and Valuation Consulting combines a brand equity measurement (e.g.: the proportion of sales contributed by “brand”) with other metrics and custom strategic brand management programs designed to maximize the valuation of your brand.

Contact us to learn more…