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What is brand equity and brand value, and how are they different?

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If you are a brand manager, you know how important it is to measure the performance and value of your brand. But do you know the difference between brand equity and brand value, and how they are related? In this article, you will learn the definitions and implications of these two key brand metrics, and how to use them effectively in your brand strategy.

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Javier Andrés Alvarado Arias

Senior Key Account Manager | Gerente Comercial | Gerente de Ventas | Desarrollo de Nuevos Negocios | Trade Marketing |…
Felipe Dávila Rivadeneira

Head of Brand and Communications | Creative Strategy | Marketing Manager | Team Leader | From Hearts to Brands
Eric Laune

Operational Growth Catalyst | ?????????????? ?????????????? & ?????????????? ???? ?????????????????????? ??????????????…

1 Brand equity

Brand equity is the perceived quality, reputation, and loyalty that your brand has in the minds of your customers and stakeholders. It is influenced by factors such as awareness, associations, differentiation, satisfaction, and advocacy. Brand equity can have positive or negative effects on your brand's outcomes, such as market share, pricing, profitability, and customer retention. To measure brand equity, you can use qualitative and quantitative methods, such as surveys, interviews, focus groups, net promoter score, and brand awareness tests.

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Javier Andrés Alvarado Arias

Senior Key Account Manager | Gerente Comercial | Gerente de Ventas | Desarrollo de Nuevos Negocios | Trade Marketing | Canal Tradicional | Canal Moderno | CRM | Power BI | SAP | Tienda Perfecta | Dirección Comercial
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Totalmente de acuerdo con la importancia del valor de marca. La percepción y lealtad que los clientes tienen hacia una marca son fundamentales para el éxito a largo plazo.

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Felipe Dávila Rivadeneira

Head of Brand and Communications | Creative Strategy | Marketing Manager | Team Leader | From Hearts to Brands
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El valor de la marca es un activo intangible valioso que impacta directamente en la percepción y la relación que los clientes tienen con una marca. La conciencia, las asociaciones, la diferenciación y la satisfacción juegan un papel crucial en la construcción de ese valor. La medición del valor de la marca es esencial para comprender el impacto de las estrategias. Mantener y mejorar continuamente el valor de la marca es un esfuerzo estratégico a largo plazo que puede tener efectos significativos en los resultados empresariales.

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2 Brand value

Brand value is the financial worth of your brand in the market. It is based on the present value of the future cash flows that your brand can generate, considering factors such as growth potential, risk, and competitive advantage. Brand value can be estimated by using various valuation methods, such as cost-based, market-based, or income-based approaches. Brand value can help you assess the return on investment of your brand activities, as well as the impact of external events, such as mergers, acquisitions, or crises.

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Javier Andrés Alvarado Arias

Senior Key Account Manager | Gerente Comercial | Gerente de Ventas | Desarrollo de Nuevos Negocios | Trade Marketing | Canal Tradicional | Canal Moderno | CRM | Power BI | SAP | Tienda Perfecta | Dirección Comercial
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Interesante perspectiva sobre el valor de marca. Me parece clave destacar cómo este valor no solo se mide en términos de reconocimiento y lealtad, sino también en términos financieros. La conexión con los flujos de caja futuros y la consideración de factores como el potencial de crecimiento y la ventaja competitiva aportan una visión más integral.

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3 The relationship

Brand equity and brand value are not the same, but they are closely related. Brand equity is a driver of brand value, as it affects the demand and preference for your brand's products or services, and the willingness to pay a premium price. Brand value is an outcome of brand equity, as it reflects the financial performance and potential of your brand in the market. Therefore, both metrics are important for your brand management, as they can help you identify your strengths, weaknesses, opportunities, and threats, and align your brand strategy with your business goals.

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Eric Laune

Operational Growth Catalyst | ?????????????? ?????????????? & ?????????????? ???? ?????????????????????? ?????????????? ???????????? ???????? ???????????????? ???????????????????? | Strategy+Action→ $100M+ career impact.
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Brand equity, the ethereal embodiment of nebulous perceptions, weaves an enigmatic tapestry of emotional resonance, forging bonds with consumers and stakeholders alike. It is the quintessential alchemy of trust, loyalty, and sentiment. Brand valuation, in contrast, unfurls as a palpable ledger entry, quantifying the fiscal gravitas of a brand asset. This numerical précis, derived from revenue streams, licensing troves, and the treasure troves of intellectual property, forms the bedrock of financial calculus.

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4 How to use them

To use brand equity and brand value effectively in your brand management, you need to follow some best practices. First, you need to define your brand vision, mission, values, and positioning, and communicate them consistently across all touchpoints. Second, you need to monitor and analyze your brand equity and brand value regularly, using reliable and relevant data sources and methods. Third, you need to compare your brand equity and brand value with your competitors and industry benchmarks, and identify gaps and areas for improvement. Fourth, you need to implement and evaluate actions that can enhance your brand equity and value, such as innovation, differentiation, engagement, and social responsibility.

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5 The benefits

By using brand equity and brand value in your brand management, you can reap many benefits for your brand and business. Such benefits include increasing customer loyalty and retention, charging higher prices and increasing profitability, reducing marketing costs and increasing efficiency, expanding your brand portfolio and entering new markets or segments, as well as managing brand risks and adapting to changing customer needs. All of these can contribute to increased market share and growth, as well as increased resilience and sustainability.

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Lucas Montus

Associate Digital Marketing @New Tales | Driving Success in Creative & Marketing Strategy ??
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The brand's capital composed of its various values can constitute a significant advantage, especially in the luxury sector, where many brands historically and still today benefit. Having a strong brand, ingrained in the minds of consumers by its powerful values, will allow you to save on customer loyalty and provide flexibility (to a certain extent) in your pricing. It also facilitates the recruitment of new consumers through your values, reputation, and existing customers who become your own ambassadors. Having a strong brand and values also generally allows you to afford mistakes and easily recover, thanks to the power in the minds of your fans and their everyday lives.

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6 The challenges

When using brand equity and brand value in your brand management, there are some challenges that you must be aware of and overcome. You must find the balance between short-term and long-term objectives of your brand, and align your brand equity and value with your organizational culture and values. Additionally, you must be able to handle the complexity and uncertainty of the market and customer behavior, as well as the competition and disruption in your industry. Lastly, you must comply with ethical and legal standards of your market and society to avoid any negative impacts or controversies that can damage your brand equity and value.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Eric Laune

Operational Growth Catalyst | ?????????????? ?????????????? & ?????????????? ???? ?????????????????????? ?????????????? ???????????? ???????? ???????????????? ???????????????????? | Strategy+Action→ $100M+ career impact.
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The synergy of brand, that intangible enigma, indirectly influences brand valuation, the quantifiable financial appraisal of brand assets, by spurring revenue generation and fiscal performance through the orchestration of consumer fidelity and trust. This intricate interplay resides at the heart of corporate strategy and brand management, an ever-evolving symphony of resonance and value.

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What is brand equity and brand value, and how are they different?

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4

5

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7

1 Brand equity

2 Brand value

3 The relationship

4 How to use them

5 The benefits

6 The challenges

7 Here’s what else to consider

Brand Management

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What is brand equity and brand value, and how are they different?

1

2

3

4

5

6

7

1 Brand equity

2 Brand value

3 The relationship

4 How to use them

5 The benefits

6 The challenges

7 Here’s what else to consider

Brand Management

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