Apple. Coca-Cola. Tylenol. Porsche. What do you feel when you see the names of these brands They all provoke feelings (positive, their marketing teams hope) and are examples of strong brands that enjoy outstanding brand equity.
In short, managers of brands in Europe have found that communication through traditional mass media has been ineffective, inefficient, and costly. As a result, many European-based companies have long relied on alternative communication channels to create product awareness, convey brand associations, and develop loyal customer bases. Their brand-building approaches may point the way for others to succeed in the new media age.
One person or team inside the organization should have the responsibility for the brand. The charge is to create a strong, clear, rich identity and to make sure that the implementation groups, whether inside or outside the company, understand that identity. When alternatives to mass-media advertising are driving the brand-building process or playing a substantial role, it is particularly important to have a brand champion with the ability, authority, and incentive to ensure that the brand identity is being delivered consistently across multiple media.
Finally, managers should monitor the results of the effort. A single and continuous measure of brand equity helps companies understand clearly the contribution of alternative-communication vehicles in building brands. And careful monitoring can reveal how to expand those vehicles to serve the company best. 1e1e36bf2d