Brand equity is an intangible

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what consumers have learned (felt, seen, heard) about a brand – and this resides in the minds of the consumer.”

To consumers, brands are more than just features of the products or services they sell. Brand adds value to a product, so it’s important to understand this value, especially from a customer perspective.

aspect that’s created through your marketing and branding efforts. It’s the consumer’s perception of the brand, rather than the functionality of the product or service. It's the associations people have with your brand and how these work together to form a brand personality. In its most holistic form, brand equity is the entire customer experience with a brand. In this context, brand equity is generated by both brand awareness and brand image.

Keller introduced a very useful model that’s kno cell phone number search philippines wn as customer-based brand equity. Aside from using the model to understand the customer-based equity of a brand, it can also be used as a roadmap for brand building. And as you would typically approach building any structure, you start with laying the foundation: salience. Marketing attribution refers to identifying the specific actions someone takes to learn about your brand and buy your product or service. It's how marketers assess the value of the various channels or events that led to the conversion.

Models for marketing attribution have been used for many decades, but as the needs of customers have changed and companies have undergone digital transformations, marketing attribution has evolved.

Today, sales are made or lost with a click, so it stands to reason that attribution models need to accommodate the nuances of the digital world. What worked 30 years ago may fall short today, but that doesn’t mean the tactics of the pre-internet era are no longer useful.