How to build brand equity
Hamish PringlePringle+Pringle
Go to: Executive summary
Go to: Where to start
Go to: Essentials
Go to: Reminder checklist
Go to: Leading case studies
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Executive summary
A brand can be defined as a promise in the customer's mind, with brand equity as the sum of the constituent ingredients of that promise. This Best Practice paper looks at the way that brands can create and, often unknowingly, damage brand equity. It discusses how to define a brand's equity systematically, how to budget appropriately to support it, and how companies risk...