The Plain-English Guide to Brand Equity

我买之前任何事物我的脸像护肤或化妆一样，我倾注了评论。唯一的例外是我从我信任的品牌购物时。在某些情况下，我什至不质疑这些业务的新发布 - 我购买了新商品知道ingI'll be satisfied.

It's not that hard to trust a company that has never disappointed you. But today, I was skeptical.

A makeup company I like is releasing a skincare extension. I was on the fence, so I wanted to see what my favorite YouTubers were saying. Most of them had the same reaction: "I don't care about the price. When it comes to this brand, I know it's gonna be great."

They will purchase from the new line, regardless of reviews.

This is known as brand equity. Consumers influence the public perception of businesses, building positive or negative brand equity. But let’s take a closer look.

If you've ever decided against buying from a specific company based on a review from your friends, you've seen negative brand equity at work. Negative brand equity might result from poor customer service, lack of transparency, or inaccurate pricing.

Think of that one product you don't mind shelling out a few extra dollars to have because you知道you'll be satisfied. In your opinion, that business has positive brand equity. Brand equity determines value because positive brand equity can justify higher prices.

Now that you know what brand equity is, you're probably thinking about how to find out your company's. To save you that time, let's talk about measuring brand equity.

How to Measure Brand Equity

Measuring brand equity involves customer knowledge, public perception, and finances. Customers are a no-brainer; Their opinion is the number one source of brand equity, but it shouldn't be the sole indicator. Let's look at a few others.

1. Focus on brand awareness.

我们已经解决了客户对品牌股权的重要性。它始于意识。如果您的听众不了解您的公司，他们将无法提出意见。bob全站app

So if you haven't already, take note of how you're handling brand awareness. How are you communicating your company's story? More importantly, how are they responding?

利用消费者对您的品牌的反应，以创造更多的品牌知名度。内容优惠，网络流量和社交媒体性能将为您提供评估品牌知名度所需的数据。

例如，如果您发现自己通过制作信息丰富的电子书来产生最多的潜在客户，请创建一个关于您公司的面包和黄油的主题。bob全站app对于社交媒体机构而言，这可能会创建引人入胜的Instagram故事。

That way, when a lead sees the ad on Facebook, they'll have an idea of what your company does. The offer is an incentive for them to learn more, and the subject matter will keep them engaged.

2. Analyze your company's overall finances.

Are you currently analyzing purchase metrics? These metrics will tell you what products are popular among customers and identify shopping patterns that could influence future campaigns.

看看您的业务如何与受众群体互动 - 这会影响购买行为。如果客户在Instagram帖子下发表了有关客户服务差的评论，则可能导致负面的品牌资产。为避免这种情况，请确保客户服务协议涉及回答消费者的评论和疑虑。

如果您注意到销售在几次负面评论后正在下降，请重新审视客户服务协议。它可能导致较低的品牌股权和销售减少。但是，通过研究您的业务如何与观众互动，您将快速确定改善该消息传递的方法。

确保你告诉听众为什么你的公关ice is worth it. Alternatively, give your audience a chance to see for themselves. In your next ad, announce a sale, boost an offer, or create a free trial.

That way, your audience can give your company a test run before they commit, and you can begin to measure how this inbound marketing tactic performs among customers. If it increases brand equity, you might have a new winning strategy.

3.确定公众对您品牌的看法。

到目前为止，我们已经谈到了为什么品牌知名度对品牌资产很重要。但corporate imageis also crucial.

要求客户留下评论。产品评论在巩固品牌资产方面非常强大。在Yelp上拥有4.5星的寿司餐厅，即使食物更实惠，也很可能会比街上的餐厅获得更多的业务。

分析客户已经在说什么，以及他们是否将您的公司推荐给朋友。bob全站app

在这一点上，您知道如何衡量公众的看法。但这很可能您遇到了一个问题……您不知道howto build equity. Let's get the ball rolling with a few ideas.

1. Research public perception of your brand.

Customers aren't the only group that contributes to brand equity. Audiences are just as important.

接近公众的看法将与吸引客户略有不同。您所瞄准的受众对您的公司的了解不如定期从公司购买的人那么多，因此NPS调查可能不会解决问题。bob全站app

但是，从外在的角度来看，您的市场有助于品牌资产。所以，研究their opinion is going to be helpful in figuring out a few things.

首先，通过了解您的受众对您的业务的看法，您可以了解人们为什么或不购买您的产品。其次，您将了解观众正在寻找像您这样的公司解决的挑战。这将为更好的业务和营销决策提供信息。

Public perception is essential to brand equity, but let's face it: We probably don't have the time to spend hours Googling our company to gain insight. So, what can you do to research public perception in a way that saves you time?

The short answer is software. For instance,智能手表looks at follower activity on social media channels. Then, you'll get a customized report that breaks down comments, replies, and likes to tell you a response consensus.

此外，BrandWatch可以指出您的品牌图像出现的位置。例如，如果您将营销照片上传到工具中，它将爬网以获取该图像并提取结果。这可以帮助您确定公司最普遍的空间以及人们在说什么。bob全站app

If you're looking for a couple more resources, say, 10 more, thissentiment analysis tool round-upis your answer.

2. Communicate your brand beliefs in marketing.

One of the biggest ways to begin building brand equity is to emphasize branding when you execute marketing campaigns. Every visual asset you make should speak to your brand in some way.

Usecolors, images, and copy为了您的利益，并引入了一种对您的公司和受众有意义的语气。bob全站app如果您可以查看所有面向客户的内容并在这三个领域中识别模式，那么您可能会传达强大的品牌信息。

客户和受众将开始了解定义您公司的详细信息。bob全站app例如，当您查看此Instagram feed时，您会注意到类似的细节，图像和音调：

Image Source

In the image above, you can point to colors, industries, and audiences that relate to HubSpot's brand. Valuable content, like helpful statistics, make this account one to look for in terms of industry insights. As a result, a marketing professional is likely to associate this account with meaningful marketing-based content.

要建立积极的品牌权益，请与您的公司和受众群体重要的事情交谈。bob全站app

3.将客户说的话变为行动。

如果您一直在收集客户故事和数据，请查看如何使用该信息来提高权益。例如，如果客户评论提到了您的软件的新添加，那么逗弄其发布可能是赢得积极接待的好方法。bob电竞官方下载看到他们正在听的客户为出色的公平贡献。

加紧可能也是一个好主意customer interaction. If your company doesn't interact with customers on social channels or email, or reach out for feedback, you probably don't know what they are expecting. Revamp how you get in touch with customers because they hold the most value when it comes to equity.

也许有一个功能升级，您知道客户真的很感兴趣，但是您没有构建的带宽。在这种情况下，专注于改善客户的最爱，或备受期待的畅销产品补货。

这是我前一段时间收到的一封营销电子邮件。而不是用这些阴影补充眼影系列，而是ColourPop决定split up the collections according to customer suggestions. This move was made to show customers that the company values their opinion — it also builds brand equity.

4.强调您与竞争对手的不同。

您还记得“获得Mac”广告系列？如果不是，那么与两个演员一起将自己介绍为Mac或PC的广告怎么样？这些剪辑引发了2006年臭名昭著的关于哪种计算机选择更好的辩论：

苹果发布了广告，以强调为什么iMac是年轻人的酷，现代，有力的选择。广告将显示一个臀部，相关的演员，谈论计算机的不同功能。然后，一个年长的，外面的演员会谈论为什么他们喜欢有限的PC。

The commercials were wildly successfuland profitable for Apple. They also established brand equity against competitors. Apple's team took the time to name computer specs in a way their audience would understand. They spoke directly to the customer about why Macs were the favorable option.

To gain that market edge, use campaigns to explicitly state why your product is the best suited for your customer. Maybe it's because you offer a more streamlined way of doing things, like in the Apple commercial.

Remember not to attack your competition. The goal here is to build your brand without tearing another down. Tell your customers about the features others don't offer, and use that feature to define part of your brand.

5. Keep up a helpful presence on social media.

This sounds like a no-brainer, but it's so important to actively devote yourself to excellent customer service. I can't count how many times I follow a company on Instagram because of a product, then ultimately decide against buying it because of poor communication from the brand.

I've seen comments about not receiving orders, trouble cancelling memberships, and misleading products. That's a red flag, but if a company handles these comments in a negative way, that's a deal-breaker. Not only that, but it reflects poorly on my opinion on the brand, as well as other audiences'.

Whether you're talking to customers in person or online, make sure you're handling concerns with urgency and care. Others take note of how you treat customers and make their own opinions based on what they see.

如果您想了解如何王牌社交媒体客户服务，check out this post.

作为消费者，我仍然不确定我之前提到的护肤点发布，但这并不意味着我不会购买今天推出的新唇彩。我知道并相信这家公司的化妆品。bob全站app

该公司的品bob全站app牌资产也没有伤害。如果我需要更令人信服的话，我可以查看网站，YouTube和Instagram上其他唇彩的发光评论。我还将注意到其他人如何对快速发货和产品质量狂欢。

Brand equity can be the make or break for your company, but after reading this post, you're ready to make it a positive one for your entire audience. Good luck, and happy branding.