DIGITAL AND BRAND EQUITY
LEVERAGE DIGITAL TO
ACCELERATE GROWTH
OF BRAND EQUITY
AND VALUE
By Doreen Wang
B
rand is the most
powerful intangible asset.
Understanding a brand’s
worth to the business in financial
terms is therefore an essential part of
managing, protecting and measuring
it. Identifying exactly how the brand
contributes to revenues means it
can be strengthened and improved
to keep the business relevant and
competitive. Research shows that
more than 30 percent of shareholder
value is driven by brands.
A valuable brand helps a business
command a price premium, survive
a crisis, and grow faster than its
competitors. A measurement of the
strongest brands from the BrandZ™
Global Top 100 as a “stock portfolio”
over the last 12 years shows their
share price has risen over three and
one-half more than the Modern
Index Strategy Indexes (MSCI)
World Index, and two-thirds more
than the S&P 500. the people who buy the brand are the
most important driver of value.
New and emerging digital
technologies, channels, and formats
offer opportunities to boost equity.
Digital channels have a huge role to
play in strengthening engagement
by making a brand more present and
active in consumers’ lives.
Some 60 percent of the financial
value of a brand is made up of
its equity - in other words, the
consumer’s predisposition to select
it. Strong earnings and financial
management by the parent company
are key, of course, but the opinions of Fully leveraged, digital channels
can be used to develop and amplify
brand attributes through a consistent,
relevant, and compelling 360-degree
customer experience. This will create
the associations and perceptions in
consumers’ minds that predispose
them to choose a brand. The
opportunity is enormous, but it must
be pursued correctly.
‘‘ Fully leveraged, digital channels can
be used to develop and amplify brand
attributes through a consistent, relevant,
and compelling 360-degree customer
experience. This will create the associations
and perceptions in consumers’ minds that
predispose them to choose a brand. The
opportunity is enormous, but it must be
pursued correctly.’’
72 MAL 19/17 ISSUE
Integrate all strategies
Multiple digital touchpoints and
interactions offer opportunities to
capture data on how consu mers
interact with and perceive the brand.
This allows marketing activities to
be optimized at exactly the right
points in the customer journey to
build relationships in the short
term, and loyalty for the long term.
Immediate feedback can be used to