How to address brand risks and opportunities in a dynamic marketplace

Brands are successful when they tap into important consumer needs that are effective in driving emotional and functional brand attachment. However, the relevance of these needs can be fleeting as market forces — such as innovation, competitive actions, social/cultural shifts — create constant flux in most categories.

In this session, we will review a model that addresses today’s brand-building challenges and provides a foundation for building brand strength that reflects all of the ways consumers interact with the myriad brand choices available in a market or category. The IronBrand Market Tools brand equity model combines the measurement of consumer attitudinal equity with market effects to project a brand’s future growth potential.

Key takeaways:

1. Define brand equity and its key constructs and understand the impact of market barriers on brand performance.
2. Understand how to develop strategies that will pull market share from competitors.
3. Create a roadmap to manage risks and opportunities that will improve brand performance and ultimately, share-of-wallet.