Brand Equity
Brand equity is the incremental value that a brand derives from the thoughts and feelings that it evokes.
Prior to its launch in 1985, 190,000 taste tests undisputedly confirmed that consumers preferred the New Coke formulation. What mattered, however, was the extraordinary affinity for Coca-Cola, the brand. This state of mind that aroused the outpouring of affection for the brand is its source of equity.
Ultimately, as depicted in Exhibit 2.0, factors such as awareness, perceptions, imagery and attitudes are the key drivers of brand equity.
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Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
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Experiential Learning via Simulators | Best Way to Train Marketers
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
