How can you influence consumer perceptions to build brand equity?
New Kantar BrandZ analysis reveals that four fundamental areas of brand image account for around 70% of what powers your brand equity.
In our brand equity thought leadership series, we have looked at what brand equity is and how to measure it, before shifting attention to the distinctive brand assets that drive sales. Guided by two sizeable Kantar studies, we then laid down a solid case for the importance of monitoring touchpoint landscapes and uncovered the optimal channel spend allocation for media effectiveness. And we discussed the role of emotions and the hotly debated notion of building brand equity through meaningful difference and purpose.
In this penultimate article, we turn the spotlight on the forces of influence that can shape, and deepen, consumers’ perceptions that lead to strong brand equity.