Return-Path: Delivered-To: DAVID@TRANSOCEAN.COM Received: from vps.transocean.com by vps.transocean.com (Dovecot) with LMTP id 4QZ7ObEhvVmgSQAAInt2oQ for ; Sat, 16 Sep 2017 06:05:53 -0700 Return-path: Envelope-to: DAVID@TRANSOCEAN.COM Delivery-date: Sat, 16 Sep 2017 06:05:53 -0700 Received: from mail213.atl221.rsgsv.net ([198.2.139.213]:48899) by vps.transocean.com with esmtp (Exim 4.89) (envelope-from ) id 1dtCmn-0004si-TS for DAVID@TRANSOCEAN.COM; Sat, 16 Sep 2017 06:05:53 -0700 DKIM-Signature: v=1; a=rsa-sha256; c=relaxed/relaxed; s=k1; d=mail213.atl221.rsgsv.net; h=Subject:From:Reply-To:To:Date:Message-ID:List-ID:List-Unsubscribe:Sender: Content-Type:MIME-Version; i=bjbueno=3Dcultbranding.com@mail213.atl221.rsgsv.net; bh=E+pQlMRyj5K9Z5Z8NBRxtt2fEdvVkGsFyWNovUG4txE=; b=E3qij4wkRlFm8McZ2kTAtku36EmcDum8L9Tta0UF7oEjgV3ypAopwEBmn0d/GZTOt2wFq3LT/ZTy QeSGwyF6Rhv7XP/yzRmYjUzlSb2AX/SSTOGrvMso32YIP2gx1qsQ91Q1iw5zPKJlRtnbVRhnBU9p 1EtZdOJ3HvaTDKrp3NM= Received: from (127.0.0.1) by mail213.atl221.rsgsv.net id hnkgpi2akecn for ; Sat, 16 Sep 2017 13:04:45 +0000 (envelope-from ) Subject: =?utf-8?Q?Maximizing=20Brand=20Equity?= From: =?utf-8?Q?The=20Cult=20Branding=20Blog?= Reply-To: =?utf-8?Q?The=20Cult=20Branding=20Blog?= To: =?utf-8?Q?David?= Date: Sat, 16 Sep 2017 13:04:45 +0000 Message-ID: X-Mailer: MailChimp Mailer - **CIDf1a4d65c244ed9cf398d** X-Campaign: mailchimpc006bbdcbd27f0420f9c7a066.f1a4d65c24 X-campaignid: mailchimpc006bbdcbd27f0420f9c7a066.f1a4d65c24 X-Report-Abuse: Please report abuse for this campaign here: http://www.mailchimp.com/abuse/abuse.phtml?u=c006bbdcbd27f0420f9c7a066&id=f1a4d65c24&e=4ed9cf398d X-MC-User: c006bbdcbd27f0420f9c7a066 Feedback-ID: 1167109:1167109.2915305:us1:mc List-ID: c006bbdcbd27f0420f9c7a066mc list X-Accounttype: pd List-Unsubscribe: , List-Unsubscribe-Post: List-Unsubscribe=One-Click Sender: "The Cult Branding Blog" x-mcda: FALSE Content-Type: multipart/alternative; boundary="_----------=_MCPart_1079867922" MIME-Version: 1.0 X-Spam-Status: No, score=-1.9 X-Spam-Score: -18 X-Spam-Bar: - X-Ham-Report: Spam detection software, running on the system "vps.transocean.com", has NOT identified this incoming email as spam. The original message has been attached to this so you can view it or label similar future email. If you have any questions, see root\@localhost for details. Content preview: ** Maximizing Brand Equity (http://cultbranding.us1.list-manage.com/track/click?u=c006bbdcbd27f0420f9c7a066&id=5f190b9d91&e=4ed9cf398d) By BJ Bueno Brand Equity can be defined as the commercial value that derives from consumer perception of the brand name of a particular product or service, in other words, the value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Think Apple’s new iPhone X price starting at $1000 compared to a generic smartphone. [...] Content analysis details: (-1.9 points, 3.0 required) pts rule name description ---- ---------------------- -------------------------------------------------- 0.0 URIBL_BLOCKED ADMINISTRATOR NOTICE: The query to URIBL was blocked. See http://wiki.apache.org/spamassassin/DnsBlocklists#dnsbl-block for more information. [URIs: list-manage1.com] 0.0 T_SPF_TEMPERROR SPF: test of record failed (temperror) -0.0 SPF_HELO_PASS SPF: HELO matches SPF record -0.0 RP_MATCHES_RCVD Envelope sender domain matches handover relay domain 0.0 HEADER_FROM_DIFFERENT_DOMAINS From and EnvelopeFrom 2nd level mail domains are different 0.0 HTML_MESSAGE BODY: HTML included in message -1.9 BAYES_00 BODY: Bayes spam probability is 0 to 1% [score: 0.0000] -0.1 DKIM_VALID Message has at least one valid DKIM or DK signature 0.1 DKIM_SIGNED Message has a DKIM or DK signature, not necessarily valid X-Spam-Flag: NO This is a multi-part message in MIME format --_----------=_MCPart_1079867922 Content-Type: text/plain; charset="utf-8"; format="fixed" Content-Transfer-Encoding: quoted-printable ** Maximizing Brand Equity (http://cultbranding.us1.list-manage.com/track/= click?u=3Dc006bbdcbd27f0420f9c7a066&id=3D5f190b9d91&e=3D4ed9cf398d) ------------------------------------------------------------ By BJ Bueno Brand Equity can be defined as the commercial value that derives from cons= umer perception of the brand name of a particular product or service=2C in= other words=2C the value premium that a company generates from a product= with a recognizable name when compared to a generic equivalent. Think App= le=E2=80=99s new iPhone X price starting at $1000 compared to a generic sm= artphone. The good news is that you can create brand equity for your products and se= rvices by making them memorable=2C easily recognizable=2C and superior in= quality and reliability. Brand equity has three essential components: 1. Consumer perception 2. Negative or positive effects 3. Resulting value First and foremost=2C brand equity is built by consumer perception=2C whic= h includes both knowledge and experience with a brand and its products. Th= e knowledge that a customer segment holds about a brand directly results i= n either positive or adverse effect. If the brand equity is positive=2C th= e organization=2C its products=2C and its financials can benefit. If the b= rand equity is negative=2C the opposite is true. These effects can turn into either tangible or intangible value. If the effect is positive=2C the actual value is realized as increases in= revenue or profits and intangible value is achieved as marketing awarenes= s or goodwill. If the effects are negative=2C the tangible or intangible v= alue is also negative. For example=2C if consumers are willing to pay more for a generic product= than for a branded one=2C the name is said to have negative brand equity. Cult Brands like Disney=2C Apple=2C and Harley Davidson=2C have high brand= equity. Brand equity accounts for the difference in customer response tha= t a brand name makes. In essence=2C brand equity is a factor of a brand=E2=80=99s ability to kee= p and attract customers. Mini Workshop: Maximize Brand Value * Who are your most profitable customers? * What drives your best customers to buy from you? * What emerging consumer needs can you address? * How can you differentiate your brand? Brands with high perceived value command premium pricing=2C better margins= =2C and wider distribution. By knowing your best customers and what drives= them to choose you more often you can maximize your brand equity. http://cultbranding.us1.list-manage.com/track/click?u=3Dc006bbdcbd27f0420f= 9c7a066&id=3D796d07822a&e=3D4ed9cf398d http://cultbranding.us1.list-= manage.com/track/click?u=3Dc006bbdcbd27f0420f9c7a066&id=3D9b906c4beb&e=3D= 4ed9cf398d http://cultbranding.us1.list-manage1.com/track/click?u=3Dc= 006bbdcbd27f0420f9c7a066&id=3D0af51908b6&e=3D4ed9cf398d =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D= =3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D=3D Copyright =C2=A9 2017 The Cult Branding Company=2C All rights reserved. Your subscribed to our mailing list via www.CultBranding.com. Our mailing address is: The Cult Branding Company PO Box 470212 Celebration=2C Florida 34747-9992 USA ** unsubscribe from this list (http://cultbranding.us1.list-manage.com/uns= ubscribe?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d&c=3Df1= a4d65c24) ** update subscription preferences (http://cultbranding.us1.list-manage1.c= om/profile?u=3Dc006bbdcbd27f0420f9c7a066&id=3Dc5a4b39495&e=3D4ed9cf398d) --_----------=_MCPart_1079867922 Content-Type: text/html; charset="utf-8" Content-Transfer-Encoding: quoted-printable =09 Maximizing Brand Equity
=09
<= /td>

Maximizing Brand Equity

By BJ Bueno

3D""
Brand Equity can be defined as the commercial value that derives from cons= umer perception of the brand name of a particular product or service=2C in= other words=2C the value premium that a company generates from a product= with a recognizable name when compared to a generic equivalent. Think App= le’s new iPhone X price starting at $1000 compared to a generic smar= tphone.

The good news is that you can create= brand equity for your products and services by making them memorable=2C e= asily recognizable=2C and superior in quality and reliability.

Brand equity has three essen= tial components:

  1. C= onsumer perception
  2. N= egative or positive effects
  3. R= esulting value

First and foremost=2C brand equity i= s built by consumer perception=2C which includes both knowledge and experi= ence with a brand and its products. The knowledge that a customer segment= holds about a brand directly results in either positive or adverse effect= =2E If the brand equity is positive=2C the organization=2C its products=2C a= nd its financials can benefit. If the brand equity is negative=2C the oppo= site is true.

These effects can turn into either t= angible or intangible value.

If the effect is positive=2C the act= ual value is realized as increases in revenue or profits and intangible va= lue is achieved as marketing awareness or goodwill. If the effects are neg= ative=2C the tangible or intangible value is also negative.

For example=2C if consumers are will= ing to pay more for a generic product than for a branded one=2C the name i= s said to have negative brand equity.

Cult Brands like Disney=2C Apple=2C= and Harley Davidson=2C have high brand equity. Brand equity accounts for= the difference in customer response that a brand name makes.

In essence=2C brand equity is a fact= or of a brand=E2=80=99s ability to keep and attract customers.

Mini Workshop: Maximize Bran= d Value

  • W= ho are your most profitable customers?
  • W= hat drives your best customers to buy from you?
  • W= hat emerging consumer needs can you address?
  • H= ow can you differentiate your brand?

Brands with high perceived value com= mand premium pricing=2C better margins=2C and wider distribution. By knowi= ng your best customers and what drives them to choose you more often you c= an maximize your brand equity.



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Copyright =C2=A9 2017 The Cult Branding Co= mpany=2C All rights reserved.
Your subscribed to our mailing list via www.CultBranding.com.

Our mailing address is:
The Cult Branding Company<= /span>
PO Box 470212
= Celebration=2C Flor= ida 34747-9992

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