Brand Health

Marketing revolves around brands. Built, nurtured and sustained through skilful marketing and innovation in all elements of their mix, great brands become their owners’ most valuable and enduring assets.

Their value, referred to as brand equity, lies in the minds of the people who consume it. The brand’s image conjures consumers’ idea of the product, and it shapes their response to the marketing of the product.

Because strong brands are vital for the firm’s long-term survival, manufacturers constantly try to enhance their brands’ equity. They develop frameworks and processes to manage brands and monitor their health on a regular basis.

Typically, a brand health kit comprises of the following health measures:

  • Profitability.
  • Market share.
  • Distribution.
  • Usership, in terms of width and depth of use.
  • Brand Loyalty, both emotional and behavioural loyalty.
  • Brand Equity.
  • Price.
  • Promotions.
  • Advertising: Audience measurement, and behavioural and attitudinal engagement.
  • Brand Sense: image rating and image profiling.
  • Product design, performance and validation.

This book covers each of the above metrics to impart a comprehensive understanding of brand management and the science of marketing.