List 01: Factors that may contribute to the building of strong brand equity: Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (gxslobal?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior. List 02: Potential benefits that may be gained from strong brand equity: Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention More energetic corporate culture More skills and resources and capabilities New product success More product line extensions Easier market development Strategic alliances More efficient marketing spend Significant competitive advantage Reduces threat of new entrants Increased profits and stability of cash flows Borrowing/capital raising Stable cash flow and easier planning Economies of scale Improved price/earnings ratio QUESTIONS Q.2a. Looking at the two lists, do you think that there is a relationship between the two? That is, does a strength/performance in one list contribute to a better result for a similar factor in the other list? (Example, a strong brand can be built by social media, yet strong brands will generally have a greater social media presence and uptake.)
List 01: Factors that may contribute to the building of strong brand equity:
Product range,
Relative product quality,
Points of differentiation,
Retailers used,
Retailer prominence,
CEO profile,
Media,
Word-of-mouth,
Use of celebrity’s Other brand associations
Visibility of the product
Social media ‘connection’
Social ‘status’ of the product
Entertainment or self-identity product Market share (extent of popularity)
Perceived innovation
Perceived integrity
Success of new products
Sales + service staff
Target markets
Market coverage (gxslobal?)
Time in market
Competitive set
B2C or B2B only
Social responsibility
Competitor’s actions
Employee behavior.
List 02: Potential benefits that may be gained from strong brand equity:
Increased sales
Price premium
Customer loyalty
WOM and promoters
Perceived popularity and real visibility
More effective social media
Mainstream media attention
Retailer appeal
Point-of-sale merchandise uptake
Supplier bargaining power
Staff recruitment and retention
More energetic corporate culture
More skills and resources and capabilities
New product success
More product line extensions
Easier market development
Strategic alliances
More
Significant competitive advantage
Reduces threat of new entrants
Increased profits and stability of cash flows
Borrowing/capital raising
Stable cash flow and easier planning
Economies of scale
Improved price/earnings ratio
QUESTIONS
Q.2a. Looking at the two lists, do you think that there is a relationship between the two? That is, does a strength/performance in one list contribute to a better result for a similar factor in the other list? (Example, a strong brand can be built by social media, yet strong brands will generally have a greater social media presence and uptake.)
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