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Tips for Implementing Marketing Strategy to Increase Brand Equity

November, 2019

Have you ever rolled a snowball down a hill as a child (or as an adult, no judgement)? It was fun being out in the cold air, watching a small clump of snowflakes gradually gather momentum, and pick up speed as it reaches the bottom, sizeably bigger than it was at the top.

Building brand equity is similar, but it is more like combining several snowballs into one. It takes years of effort and careful strategizing to pull it off well, yet it is important to remember that brand equity is less of what a brand puts out and more about how consumers feel.

Directing these feelings is what the branding and marketing industries focus on. The most important instrument in the brand equity arsenal is a well thought out strategy. But even more important still is the implementation of said strategies. In order to implement, there are some “must-haves” that make achieving strategic goals all the easier.

Understand Your Segment Brand Equity

It’s all about connection and purpose. At its core, this is what brand and brand equity is all about. Knowing this connection means knowing and understanding your core segment. If you have multiple segments, you need to know how these different segments connect with your brand and through what channels and platforms.

The best way to do this is through research and social listening. If possible, marketers should conduct primary research, like focus groups or surveys, to understand the current relationship their brand has with its target audience. Social media is a more current, and more cost effective way to achieve similar results. Many marketers would be surprised what sentiments an online search of their brands would uncover.

You already have the brand, but on its own it doesn’t have an impact. That comes with the connection it has with its segment.

Be Comfortable with Constant Monitoring

Understanding your segment and its relationship with brand health requires constant monitoring. When it comes to implementation, constant monitoring means keeping yourself updated on the effectiveness of tactics already put in place, and adapting if necessary.

Anheuser-Busch InBev is one such company that understands the value of monitoring and takes it up a notch. In May 2019, Marcel Marcondes, the U.S. CMO of the multinational beverage company, stated that the company talks to an online panel of 6,000 consumers daily.
You read that correctly. Daily. It’s all done in an effort to not only understand current marketing strategy implementation, but to inform future marketing decisions.

Daily monitoring to this extent may not be in the cards for your brand. But it is important to ramp up efforts that protect and strengthen brand equity. In a world moving as fast as this one, sentiments change, and strategies and implementation must change with it.

Have The Right Team

Understanding the segment is important, but so is understanding the team you have around you. Different strategies require different skills to implement, skills that may not be shared by everyone on your brand team. This is why it’s key to identify who can utilize their strengths the best to implement certain marketing efforts. It’s an easy way to improve the likelihood of success on behalf of the brand.

But this success relies on more than just the internal brand marketing team. When working with vendors, there must be an understanding of which vendor can help deliver the best implementation of marketing strategies. Like your internal team, these partners have their strengths. When it is time to carry out your strategies, it is necessary to use a vendor that is aligned and supports your efforts.

Brand equity, like a snowball rolling downhill, is fragile. It can gather momentum quickly under the right circumstances, but any bump in the road can cause it to slow down, break down, or lose steam completely. The support of strategies is what continues to make your brand’s equity so strong. Just be aware of the best ways to put these strategies into actions.


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Last Edited on May 25, 2018