| Article Index |
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| Managing Brand Equity |
| Who is it for |
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Continued pressure on delivering short term results is increasingly leading to compromising the longer term sustainable success factors of brands. The instrumental benefits between the products are disappearing, and the consumer loyalty (to brands) is eroding.
Despite short term pressures, the brands need to build and deepen a meaningful “connection” with their consumers. It is more critical than ever to understand strengths of your brand and how to build a sustainable advantage on these strengths to ensure business growth, on both short and long term. Short term sales targets and long term business development are not mutually exclusive. They must support each other.
