• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 10. Waves of the Future—Issues T... > Brand Changes—Brand Equity, the Curr...

Brand Changes—Brand Equity, the Currency of the Global Leaders

Amid the turbulent changes associated with technology, organizations will have to determine and develop a brand strategy. Earlier in the book we outlined four basic branding strategies that organizations utilize to position themselves effectively in their marketspace: brand creator, brand follower, brand reinforcement, and brand reposition. The branding strategy developed by the organization acts as a point of origin, a "true north" from which all future market movements by the organization are considered: Will this technology divert me from my brand position? Will the customer change her perception of our products if we change our customer relationship management strategy? What are the implications of the technology on the existing traditional brand drivers?

The parameters that drive branding and branding decisions are clearly going to become much more complex as the Internet continues to impact all organizations and their relationships globally. Key to managing brand in the future will be the determination of and management of brand equity, which can be defined as a financially related value on the customer-based equity of brand images and associations.[9]

[9] Paul Dyson, Andy Farr, and Nigel Hollis, "Understanding, Measuring, and Using Brand Equity," Journal of Advertising Research, November 1996, pp. 9–21.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint