BUILDING A BRAND EQUITY PROTECTION PROGRAM

摘要

Brands represent more than $400 billion of value for brand owners. Therefore, protecting this value requires commitment, diligence, and a brand equity protection plan. The program cannot have an on/off switch. To obtain results, a sustained proactive program needs to be in place that can be modified to the ever-changing conditions and threats that the brand owner faces. If these attributes are present and followed, then substantial financial results can be achieved, with companies recovering anywhere from $10 to $50 on every dollar spent on brand protection. While these results vary, depending upon the circumstance, you should not view your brand protection group/program as a cost center but as a revenue and profit enhancer.