What is Brand Equity?
Simply put, it’s the difference between Tesco’s Cola and Coca-Cola. Let’s look in a little more depth.
By Adam Charlton · 5 July 2018
Posted in Insight
Simply put, it’s the difference between Tesco’s Cola and Coca-Cola.
Brand equity is the most valuable part of any brand. Brand equity is the intrinsic value of the consumer’s perception of the brand.
A brand is a persons gut feeling about a product or service
—Marty Neumeier
Brand Perception
The customer’s perception of the brand is the most valuable part of the company’s brand. Brands with high levels of brand equity are always top of the list when I ask my client’s what brands do they resonate with, and there is a good reason for this. Nike, Apple, Mercedes, all household name brands invest millions of dollars a year to ensure they maintain equity in the minds of their consumers.
Brand Loyalty
Brand loyalty is built through consistent, quality consumer engagement with a brand. Coke tastes the same, in any country in the world. When you see the white cursive logotype script on the red, it is instantly recognisable in any language, and the picture of the fizzing, refreshing, energising sugar-hit of the coke taste is immediately bought to mind.
Quality and consistency creates an identity
—Jony Ive
Over time, the consumer’s experience will drive their perception of the brand. Therefor, brand promises that are consistently delivered on, instils more and more loyalty.
Each time that the customers expectations are delivered on, the lower the barrier is for the sale to take place. For the company, this is an ideal self-sustaining cycle.
Ultimately, high brand equity results in stronger brands which are less effected by market competition, specifically on price.
So… do you want Tesco’s Cola, or Coca-Cola?
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About the author —
Adam moved to Hong Kong in 2012 and founded the branding agency BrandCraft. Adam has built brands for companies at every growth stage and has consulted for some of the world’s most recognised companies.
