Brand Equity and Identity.
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How Starbucks, Walmart And IBM Launch Brands Internally And What You Can Learn From Them - Forbes

How Starbucks, Walmart And IBM Launch Brands Internally And What You Can Learn From Them - Forbes | Brand Equity and Identity. |
This article is by John F. Marshall, senior partner, Global Director of Strategy, Lippincott.


Last year, for well over 100 brands, it was time for a new brand positioning and marketing message.


In fact, rebranding or repositioning is happening with increasing frequency, as changes in the media landscape and message-weary audiences are making it harder for the same message to break through. But a growing number of companies are now viewing the marketer’s job inside the building to be as important as the one outside. For if you think skepticism about a new campaign is high externally, the data inside is just as tough.



Via Niels Biersteker
Bradley Tuck's insight:

**Many advertising campaigns carry emotional punch but are hard to translate and hard for the average employee to relate to.** Repositioning and brand intentions must be made clear to all levels of the cooperation.

Ellie Bigsby's curator insight, August 6, 2014 8:43 PM

I think that this article relates to what Jill Brindson was saying in our week three lecture. Rebranding will not be effective if used as an umbrella to hide the organisations internal affairs. For rebranding to be effective it  is important that employees of of the organisation believe, live and breath the rebranding. Because if members of the organisation can't believe in it, then how can we expect consumers to believe in it? I think that it is great that CEO's are encouraging departments outside of marketing to get involved in the rebranding of its organisation. 

Ashleigh Mincher's curator insight, September 17, 2014 5:03 PM

Highlights how brand repositioning or creating a new brand altogether must not only be supported and believed in by external parties such as customers, but also internal parties namely the companies’ employees. The article differs to our textbook in that it states that building successful brands no longer just starts with the customers and is not just what the customer makes of it, instead the most successful brands are those that are able to “motivate the [employees] team” so that they can deliver what the brand intends to deliver. In addition, what makes a successful brand depends on how well the brand is “integrated into company vision and values”. This makes sense; if a brand is to be repositioned for instance but the repositioning is not believed in by employees and is met with cynicism, there is a higher likelihood that this will be conveyed to customers.

Francesca Everard's curator insight, October 2, 2014 8:00 AM

This emphasizes the way in which a new brand or repositioning an existing one must not only be supported and believed by consumers (external parties), but also internal ones such as employees. This article talks about how a brand will be successful if it is successfully "integrated into the company vision and values". It is essential that if repositioning, the employees are in favor and support this decision, as they are going to pass this emotion down to consumers, who will then be affected by perhaps a negative impact. So it is not only the consumer who must believe and be motivated by the change to support it, firstly the employees must. 

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Content Creativity: Turning Point of View into Brand Equity - Forbes

Content Creativity: Turning Point of View into Brand Equity - Forbes | Brand Equity and Identity. |

In a world of media fragmentation, social media ubiquity and mobile technology, content has risen to center stage as the focus of many marketing efforts.


To discuss the evolving role of content, gyro Denver, in partnership with Forbes and in conjunction with the Business Marketing Association, recently hosted a CMO roundtable to address the importance of content and its relationship to brand equity.


The panel unanimously agreed that the most important benefit to content marketing is using quality content such as infographics, white papers and case studies to effectively “soft-sell” targets through established thought leadership. Essentially, a brand can (and should) be using content marketing to increase its perceived trustworthiness, thereby elevating brand equity.

Bradley Tuck's insight:

The consumers perception of your brand name is everything. The more positive consumer energy a brand can channel the more likely they are to create brand equity.

Sini Tagiloa's curator insight, September 10, 2014 10:36 PM

Using quality content helps to build brand equity. Consumers like visual information such as Graphics and case studies to identify with. This builds a brands perceived trustworthiness and attracts consumer interest. Just another element to building a solid brand.

Rescooped by Bradley Tuck from Mikes Auto News!

Expanding a Legacy Brand's Reach: How Ford Is Repositioning The New Mustang

For its 50th anniversary the Mustang is returning with a new look a global reach and a high-profile Hollywood presence. Here we detail the Chinese...

Via Mike TheCar Guy
Bradley Tuck's insight:

Recognising where your powerful consumers reside can influence companys behaviour when repositioning new products through a well known brand.

Mike TheCar Guy's curator insight, December 16, 2013 4:10 PM

How you brand a Pony! Great backstory of the huge effort put into the launch of the latest edition of America's Pony car. 

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Brand Equity

Brand equity is based on the extent to which a brand has high loyalty. visit:
Bradley Tuck's insight:

Brand Equity is the value that is attached to a brand name.

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