Consumer Kitty in your Brand Equity

If one had to ever measure the quantum of the term Brand Equity, it would more be inclined towards the intangible part of Consumer psyche. If someone plays an important role in making or breaking your Brand is Consumer. More than just using the Brands tangible features toady the Consumer seeks for Intangible benefits he seeks from the Brand. One of the most difficult task with Marketers today is acquiring consumers from the competitor. And if the competitors Brand falls on No. 1 or No. 2 slot the task is even worst. Consumers need a rocket solid reason to switch their Brand. 

Let me give you a real life e.g. One of the consumers who had called me and was complaining about unavailability of a Brand which I was taking care of, I was saved since my Brand was No.1 in India in Sweet Spreads category. This is what I will call a Loyal Consumer, one who not only buys your Brand, but makes it a part of his life. Consumers are taken for a ride by Private Label Brands for Modern Trade, these products are Dirt cheap & offer more value to the consumers by giving Buy one get one Free. Most important task with marketers today is to provide various intangible benefits which the consumers seek out for.   

In the end to conclude The Equity in a Brand which the consumer will some how find should be embedded in the Brand itself & should be visible to the consumer, as a Consumer, he not only buys a Brand but OWNS it...!!!