Brand Marketing

What is Brand Equity?

Brand equity is how a company's brand or worth is measured and validated by consumers in a marketplace.  As markets become increasingly competitive, a brand's equity is a marketing technique that increases credibility, customer satisfaction, and customer loyalty.  A brand is in essence a promise or guarantee to customers on what can be expected when doing business with a company, as well as emotional benefits.  When a customer is familiar with a brand, or favors it incomparably to competitors, this is when a business has reached a high level of brand equity.  Brand equity is often the most valuable asset on a corporation’s balance sheet. Business owners should manage their brands carefully to create maximum value.

What is Brand Identity?

In order for a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment.  Some of the best brands have an identity or personality that can be related with personal characteristics to resonate with potential consumers.  Such personality traits can assist businesses to create unique, brands that are differentiated from rival brands.  Brand's often fall into one of the following categories: sincerity, excitement, competence, sophistication, and ruggedness.  The reason for this is because research suggests that consumers prefer brands with personalities that are congruent with their own. The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases.  A brand can therefore become one of the most valuable elements in an advertising theme, as it demonstrates what the business is able to offer in the marketplace. The art of creating and maintaining a strong brand identity is with careful brand management by making products or services relevant and meaningful to a target audience.

Well branded products or services can usually command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of the brand or on the basis of the reputation of the brand owner.

What is Brand Awareness?

Brand awareness is a customers' ability to recall and/or recognize brands, logos and branded advertising when making a purchase decision. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness is a precondition to purchasing. Frequently, customers will NOT consider a brand if they are not aware of it or don't recognize it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can often be the pivotal factor in securing customer transactions.

Most companies aim for "Top-of-Mind" which occurs when a brand pops into a consumer's mind when asked to name brands in a product category. For example, when someone is asked to name a type of facial tissue, the common answer, "Kleenex", will represent a top-of-mind brand.

Your Brand Building Journey with BT Web Group Starts Here!

We'll Help You Build Brand Recognition in 3 Easy Steps:

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Step 1 - Say hello to us any of the following ways:

Fill out a Form: Click here

Call us: 859-263-9045

Email us: hello@btwebgroup.com

Visit us: 168 E. Reynolds Rd. Lex, KY 40517

Our normal office hours are M-F 9am-5pm EST.  We also have 24/7/365 phone support available.

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Step 2 - Request a brand identity plan.

We'll meet and offer a brand identity plan that challenges the status quo within your industry and allows you to create lasting impressions and stand out from competitors.

Plans may take up to 7 days to complete.

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Step 3 - Awareness

Once you approve the brand identity plan, we'll implement a brand awareness campaign to help you become "top-of-mind" with new customers.

Most campaigns are launched in 30 days. 

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See Our Branding Options and Pricing