Brand’s strength,power
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Measuring the power, value of a brand is predicated on certain factors. Strength is defined by an online dictionary as ‘the property of being physically and mentally strong’. Strength represents, power, agility, balance, flexibility, muscle. Linley describes strength as, “a pre-existing capacity for a particular way of behaving, thinking, or feeling that is authentic and energizing to the user, and enables optimal functioning, development and performance.” Strength is more than a competency. Strength is what one is good at, to be sure, but a strength, according to Linley, must contain the elements of being pre-existing, energizing, and authentic endurance.
To have accurate measurement of the power of one’s brand-personal or corporate, it will worth the time to look at the following avenues:
1. Market: are you visible in your niche? What is the level of your offering preference over others?
2. Constancy: The stability of your revenue, ‘premiumship’, loyalty and continuous emotional connection can also supply the strength of your brand’s value.
3. Leadership: are you known as leader or followers? Your visibility in the market must also be acknowledged.
4. Profit margin: Most strong brands are not run at a loss. They have a constant profit margin due to their premium value. Even during economic crunch.
5. Help: Are your stakeholders dedicated to helping the brand succeed? Are words-of-mouth spreading like wild fire? Are they giving necessary feedback that will make the brand grow?
6. Global Reach: A brand’s global reach and acceptance is a strong indication of its strength over others.
7. Fortification: this has to do with your defense, security of your visuals with regards to whether they are trade mark or open to abuse and use by others. It must be noted that these in all do not determine the power of a brand at large, but they help to know its direction. What is your score here?
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All the parameters for judging a brand are valid. What about the belief of people i quality of a brand?? The gae of the company? etc.
All the parameters for judging a brand are valid. What about the belief of people i quality of a brand?? The age of the company? etc.
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