Ive heard lots about rand value and it strikes me a load of marketing bull?
Brand equity, for many large companies, is by far their biggest and most valuable asset. Think about IBM or Virgin. For smaller technology companies it may appear to have less value but it will become important if you want to sell, float or refinance your company. Some people consider the customers the brand equity, others see financial results or competitive advantage as the value. All are elements of brand equity and it is important to measure a number of aspects of brand related equity consistently and for a period of time before you plan to need to use it. We therefore recommend our clients stand some recording brand metrics as early as it practical so that there is some evidence and history to back up the figures when they are required.
