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Checklist for building brand equity
Here are ten key points for practitioners working to build
equity for their own or clients' brands.
1. Know what the customer wants. Advertisers can target
the market they want to reach by any number of demographic
and psychographic criteria. Precise audience segmentation
affords minimum waste and maximum efficiency.
2. Understand the essence of a brand—its personality.
Ready-to-use, postage-paid reply cards, envelopes and 800
numbers can effectively promote maximum and immediate response.
3. Incorporate identity considerations early in the product
development cycle. For Gillette, identity provided a megabrand
umbrella of strategic significance to its entire product line.
4. Don't overlook the intrinsic value of a tired brand.
It can stage a comeback. Look at Kmart.
5. Be sure that line extensions enhance the parent brand.
Every new product that Gillette introduces adds value to the
image of the parent.
6. Audit your brand regularly. Does the brand stand
out in a competitive environment? Are there sub-brands that
can be grouped for maximum exposure and benefit? Does the
packaging project the product attributes and help to stimulate
a sale? Do the name and the design effectively embrace the
product's positioning?
7. Use research as a disaster check and an insurance policy.
It can also prove effective in selling new concepts to top
management.
8. Keep the brand current. Recharge its "brand artillery"
regularly.
9. Don't underestimate the power of design. Design
creates a distinctive and memorable awareness of your brand's
personality and can lend imagery to a commodity product.
10. Carry design through every form of print and electronic
media. Design will amplify visual perceptions and enhance
brand memorability.
Source: Public Relations Journal
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