Differentiating between Brand assets, Strength and Value.

Brand and reputation management is now a systematic process in our daily routine of listening, learning, and participating. We are responsible for our personal brand as well as the corporate brand we represent. Securing that online brand and investing in and educating a perfect and prominent reputation are critical to establishing and maintaining a consistent, strategic, and balancing presence from network to network. It’s not just about what’s popular today, but eventually attractive where your communities are congregating. Maintaining a portfolio of consistent user names provides a seamless ability to effectively navigate the Social Web as one organized brand, where and when opportunities come out.

We will discuss that what is differentiating between brand assets, strength and value?

 It is time to structure and organize the many term related to brands and their strength and to the measurement of brand equity. Some restrict the use of the phrase brand equity to contests that measure this by its impact on consumer mental associations. So now we will see the 3 major point of brand management like brand assets, brand strength and brand value.

1.       Brand assets; these are the source of influence of the brand (awareness/salience image, type of relationship with consumers) and patent.

2.       Brand strength at a specific point in time as a result of these assets within a specific market and competitive environment .they are the brand equity outcomes if one restricts the use of the phrase brand equity to brand assets alone. Brand strength is captured by behavioral competitive indicator: market share, market leadership, loyalty rates and price premium.

3.       Brand value is the ability of brands to deliver profits .a brand has no financial value unless it can deliver profits. To say that lack of profit in not a brand problem but a business problem is to separate the brand from the business, an intellectual temptation. Certainly brand can be analyzed from the standpoint of sociology, psychology, semiotics, anthropology .philosophy and so on, but historically they were created for business purpose and are managed with view to producing profit.

It means brand management is a strategy on which we can manage our brand or items. Or Brand Management is the application of marketing techniques to a specific or product, product line.