Marketing 101: Why is Brand Equity Important to My Job?

Learning Outcomes

What is Brand Equity?

Why Does it Matter?

Personal Branding

What is Brand Equity?

Brand Equity is a set of assets linked to a brand’s name and symbol that adds to the value provided by a product or service to a firm and/or its customers

Why Does Brand Equity Matter?

1. Enables purchase decisions

2. Builds customer loyalty

3. Grows market share

4. Protects market share

Why Does Brand Equity Matter?

5. Drives higher prices

6. Creates a halo effect

7. Helps business expansion

8. Increases market value

Personal Branding: Photos

What is your headshot saying?

Does it Match the Outlet?

Personal Branding: Photos

Tips for LinkedIn branding:

– Have a picture.

– Make sure the picture is of you (not your pet, baby, family, etc.)

– Smile.

– Make sure you’re dressed appropriately.

– Be mindful of your body language.

Profiles on Social Network Sites

Status updates, photos, personal information

Adjust your privacy settings!

Profiles on Social Network Sites

Facebook timeline

– If you haven’t switched over yet, be aware: every old status update and photo you posted is now visible!

– Dates back to day you first joined Facebook

Personal Blogs & Communications

Anything you post on the Internet can be found with enough effort

Online reviews & recommendations too

Takeaways

A valuable brand helps an entire organization

Businesses instinctively prefer a brand that they have previously seen to one that is new to them

Focus on quality versus quantity

Stay on top of your brand