Creating Strong Brand for Equity Purposes

For only one product line that we search in the internet today, hundreds of brand names will come out as a result from our one key word search. What is the real meaning of “branding”, do you think brand equity is still effective these days considering the enormous amount of brands with only one product line? Not to consider the pirated brands being made by the illegal replicators were by the identical logo and brand will be copied to get the market share and profit of the given brand.  

Old brands like Coca-cola and Pepsi are already enjoying the comfort of brand equity but for the new comers like the companies created from SME approach businesses the competitions are high and the advertising for brand popularity are also high that the actual operating and advertising investment capital can sometimes be jeopardized.   The modern Marketing Management approach introduces the effective and scientific technique in popularizing a brand.

Brand Asset Valuator Model:

According to Young & Rubicam, modern consumers and buyers today are after of the “concentration purchasing” leaving a notion that market consumers of today are fun of buying special products with a detailed prescriptions from their needs and wants.  This concept will support that individualize marketing is more acceptable in the modern market today especially that the modern buyers can easily select their desired brands in the internet.  The Valuator Model consists of 4 stages namely:

• Energized Differentiation- The brand’s point of difference relates to margins and cultural currency
• Relevance- How appropriate the brand is to you relates to consideration and trial
• Esteem- How you regard the brand relates to perceptions of quality and loyalty
• Knowledge- An intimate understanding of the brand relates to awareness and consumer experience

Brandz (Millward Brown):

Another marketing consultant introduces another approach on how to take advantage of a brand. Mr. Brown introduces the brand dynamics pyramid in different levels:

• Presence- Active familiarity based on past trial, saliency, or knowledge of brand promise
• Relevance- Relevance to consumer’s needs, in the right price range or in the consideration set
• Performance- Belief that it delivers acceptable product performance and is on the consumer’s short-list
• Advantage- Belief that the brand has an emotional or rational advantage over other brands in the category
• Bonding- Rational and emotional attachment to the brand to the exclusion of most other brands

The two theories being discussed above are just samples of creating a strategic brand popularity program were in most companies today are having problems with multiple and identical product ownerships with different brand names.  Huge conglomerate companies are creating more acute market segmentation in order to differentiate the identical products being sold to the market.  More intensive research in the actual market area of responsibility must be conducted regularly in order to distinguish and monitor the change of market behavior.