BRAND STEWARDSHIP

Constant care-taking and measurement

GOAL

The overall goal is to provide an ongoing view of the brands’ health and competitive strength to inform decisions for driving business and brand value growth.

ASSET CARE

Brand stewardship is the leadership and accountability for the long-term well being of a brand. It is the willingness to use the broadest array of tools and techniques to understand, develop, and enhance the relationship between a consumer and a brand.

Stewardship involves a long-term approach to maintaining the brand promise and brand relationships that create and sustain brand equity.

 

EVERYONE

In the past, Brand Stewardship was the responsibility of the Marketing & Communications team. These days  everyone is responsible to act in ways that correctly express brand vision.
Our Brand guidelines ensure that your team and suppliers have a reference towards consistency. Brand standards do the double-duty of creating awareness of your brand and differentiating your brand from your competitors.

 

MEASUREMENT

Brand Measurement provides a snapshot of the brands’ position today relative to its competition. It highlights brand strengths and opportunities for improvement. When conducted Consistently over time, brand measurement serves as tools for evaluating changes in brand image and diagnosing category trends.

 

 

TOOLS

The tools we use to measure your brands health include:

BRAND EQUITY VS VALUE MEASURES
KEY PERFORMANCE MEASURES
KEY PERFORMANCE PRIORITIES
ILLUSTRATIVE KPI’S
BRAND RELATIONSHIP FUNNEL
BRAND HEALTH TRACKER
VARIOUS RELEVANT METRICS

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