Brand equity and the role it plays in unlocking sustainable and profitable growth is always top of mind for the modern marketer. And rightly so, as a brand is one of the most valuable assets a business has. The proof comes from Kantar BrandZ. Over the last 15 years our studies have proven that the stronger a brand, the more superior its shareholder returns, and the greater its contribution to a business’s cash flow. Our analysis also suggests that strong brands recover more quickly, which can be a brand’s superpower in what promises to be a new century of disruption ahead.
But how can you build brand equity? And monitor its success?
The answers are no longer a well-kept secret. For the last 40 years we’ve been helping brands reach new heights of sustainable growth. Still, the zigzagging routes to growth implore navigation and the intertwined paths towards a stronger brand equity demand untangling.
This episode of The Sleeping Barber podcast explores our work at Kantar in demystifying brand equity. In conversation with Marc Binkley, VP Strategy & Digital Marketing at Anstice Communications, we discuss the nuances of brand equity, the ‘secret sauce’ for brand success, and why imagination matters so much in business.
The lively dialogue is informed by wisdom from renowned marketers and insights and evidence from Kantar studies and extensive databases.
Listen to the podcast to find out:
- Are customers polygamous? And what is brand predisposition?
- What is brand equity and why does it matter?
- How should you measure brand equity?
- Why should insights come before brand strategy?
- How do you know if you are really customer-centric?
- Why do Amazon employees drag an empty chair into every meeting?
- Is it enough for brands to be distinctive? Or should they be different too?
And much more.