- Written by Ronald van Haaften
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Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flow customer loyalty and profits. The rewards of having a strong corporate brand are clear.
To understand the magnitude of branding and to determine the actual poits of attention, I have developed a brand integration model and a survey structure. To give it head and tail I have preparred a short powerpoint slideshow explaining a little bit more about the model and it's structure.
Brand integration model
Figure : Brand integration model
Using the brand integration model
The model and model survey found their origin in my MBA thesis Corporate Branding and have proven to be a very usefull research tool to me, I hope it will serve you as well.
The survey can help to identify areas that need improvement, recognize areas in which a brand integration is strong, and learn more about the effectiveness the way organizations have implemented corporate branding. The survey contains 30 questions divided over five brand dimensions:
- Brand Strategy
- Brand Equity
- Brand Owner
- Brand Communication
Please be honest in answering the survey questions and approach them as an outsider, always from a customer perspective.
You can download my excel brand integration work document (survey & model) here.
Brand integration presentation