Chipping away at brand equity

Laurie Young

Although the term 'brand equity' has entered common parlance, exactly what it takes to build and maintain strong equity is not always recognised.

Chipping Away At Brand Equity

Laurie YoungPricewaterhouseCoopers UK

 

Brands are probably the most enduring and powerful contributions to business ever created by the marketing profession. Many thousands of different branded products or services have consistently delivered benefits to groups of customers over many years. Their repeat purchase has become so routine that these entities have became part of their customers' lives. Moreover, customers are prepared to pay a premium for the benefits they deliver. These premiums have generated extra hard cash for their owners over many decades and, in some cases, for well over a hundred years. There...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands