The ZEN versus iPod saga illustrates the power and complexion of brand equity. In consumer marketing, the softer aspects pertaining to the brand’s affinity with consumers, are often the most potent.
By the time ZEN was launched, iPod had garnered enormous brand equity on a global scale, the benefits of which gave the brand formidable competitive advantage. Some of these benefits are listed below:
These benefits reduce friction as products flow from factories to retailers and from retailers to consumers. They raise profitability.
At a time when the stakeholders are demanding greater accountability of marketing, the pursuit and measurement of brand equity has gained significance. No other asset compares with a high equity brand, in its potential to generate future cash flow and sustain long term profitability.