XM Knowledge Base
The Marketing Professional’s Guide to Brand Equity
The making, measurement and management of long-term value creation.
Intense competition across all industries and the levelling power of digital have made the cost of switching brands negligible. Which means for marketers, it’s never been more important to effectively differentiate their brand and drive preference.
The key to that? Brand equity.
Brand equity helps brands drive loyalty, lower acquisition costs, and build pricing power.
This comprehensive guide offers marketing professionals the essentials of brand equity and how you use it to drive profitability.
In this guide, you’ll gain:
- Learn about all the essentials of brand equity – what it is, why it’s important, how to measure it, and how to build it.
- How taking care of your brand experience in every touchpoint can help build your brand equity.
- See how other organisations are leveraging brand tracking to build their brands.