Measuring a Brand
Every business involves its own share of tangible and intangible assets, but the brand is one of the most basic areas that business owners focus on. In recent marketing research, it was revealed that brand equity played a vital role in determining its market value. Therefore, measuring a brand is one of the first steps undertaken by the head of the company if they wish to incur higher revenues.
How To Measure?
There are several elements involved in trying to measure a brand and its market value. All these factors intersect with one another such that they impact one another in evaluating the importance of a given brand and its value in the market. There are several variables involved such as whether you are weighing more importance on pricing or is more interested in enlarging your share of the market. That is something that you need to figure out amongst your organization first. Then, you can take into account the following brand value measures to reach your desired goals.
Price Premium
You need to evaluate your own brand and put yourself in the mindset of the consumers. How much are you willing to pay for that brand? Most recognized brands typically place higher premiums on their product as compared to other similar products from unknown brands. There are several marketing aspects to consider here but you can establish your brand by trying to lower your price to get a bigger share of the market. You have to conduct thorough market research though before you come up with any decisions, so you have a basis for your evaluation.
Customer Satisfaction
To come up with tangible data about this, you might have to conduct a survey. This will enable you to track down goods or services that appeal most to consumers. You can also take note of whether there are any repeat purchases. This will enable you to effectively measure your brand’s value in the market.
Perceived Quality
Based on the level of satisfaction and benefits derived from the use of the product, consumers will have their varying perceptions when it comes to the quality of a given product. But even this one entails several variables such as consistency of delivering quality products or its performance in comparison to the competition.
Perceived Value
There are two ways to look into this one: in terms of money and benefits. However, these two are interlaced. Meaning, consumers determine the value of a product for its money based on whether it delivers the kind of benefits that the product promised and the consumers expect from it.
Organization’s Reputation
Even though it is not directly concerned with the product that a customer is in the process of buying, the reputation of the company behind the product impacts their buying choices. Is it a credible organization? Is it something that I can trust? Building of that reputation comes in part of a business’s effort to build a strong brand.
Awareness
To achieve this, most businesses often work on establishing brand recognition. Brand recall oftentimes leads to purchases since most buyers opt to buy something that is familiar to them, as opposed to an unknown product or brand. You need to work on protecting your brand though as a few mistakes can destroy the brand that you have built.
Establishing a value for your brand proves to be difficult and a lot of hard work. And yet, money is only a meager factor in the entire formula. Only when a brand has established itself well enough such that consumers are willing to pay for it, regardless of the price, does it achieve its true value as a brand.
