Ten Effective Corporate Logos Strategy Essay

Ten Effective Corporate Logos Strategy Essay

Brand Equity ‐ managing by marketing metrics  There are several stakeholders concerned with brand equity,  such as the firm,  the customer,  the distribution channels,  media and other stakeholders like the financial markets and analysts,  depending on the type of company ownership.  But ultimately it is the customer who is the most critical component in defining brand equity as it is his/her choices that determine the success or failure of the company and the brand.  Customer knowledge about the brand,  the perceived differences and its effects on purchase behaviour and decisions lies at the heart of brand equity.  The knowledge and associations attached to the brand result in choices which have a direct impact on the brand's financial performance and shareholder value.  Brand equity is the combined measure of brand strength and consists of three sets of metrics:  understanding,  preference and financial as has been explained in Asian Brand Strategy.  Each of the measures under these three metrics is critical and the boardroom must ensure that the brand portfolio scores high in each of these parameters to optimize the financial outcome from strong brands.  Knowledge metrics measures a brand's awareness and associations through the many stages of identification,  aided,  unaided and top of mind recall.  Similarly the functional and emotional…...

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