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Brand Equity

Brand includes quality, since quality is usually in the eye of the beholder, and is more perception than reality.

Brand identity (what the client create) or image (the perception or experience from the market) takes shape in the form of the following elements. Have you measured the value of these items independently or are you assuming the values based on hear-say or on conclusions you have arrived at around the boardroom table?

  • The product / service

  • The company

  • The value chain / all stakeholders

  • The customers you have

  • The directors, management and staff members

  • The company history

  • The marketing literature

  • The customer support you offer

  • The relevance and effectiveness of all the elements on the contact journey, including the logo, slogan, website, social media etc.

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