Building Brand Equity – A Guide


Building Brand Equity pic
Building Brand Equity

Building brands is a passion for marketing professionals, like Celia Tombalakian. Since December 2017, Celia Tombalakian has worked for Coty as Vice President of Global & US Marketing. At Coty, she helps lead to new levels in beauty, consumer health, dermatology and medical aesthetic device sectors. While many marketers are focussed on a particularly industry, Celia Tombalakian has utilized her marketing competencies across different spaces, believing that brands can benefit from management with cross category experience, while following marketing fundamentals.

While there are so many aspects to building and growing a strong brand, Celia Tombalakian outlined outlined three golden rules which can serve as an initial guide:

1. Honor Your Commitment To Quality: your positioning and price point will communicate a commitment to a certain level of quality. Be uncompromising in this area, a product that people can count on and know what to expect from a quality stand points. It takes a lot to build brand loyalty, and very little to break it, particularly where quality is concerned.

2. Engage And Learn From Your Consumers, Regularly: ensure that your customers and consumers are at the heart of all your decision making. They are the true test of your brand’s equity and their needs and expectations are constantly changing. Ensure you have real time access to consumers who represent who is using your product, and also to consumers you wish were using your product. In our digital age, this can be achieved by so many social media and customer intelligence platforms. Be an active social listener, and ask for guidance.

3. Provide On-Going Value: once someone has interacted with your brand, give them more reasons than the product attributes alone to interact with you again to build loyalty and minimize any interest in considering another brand. Offer additional value, through special offerings or access, rewards, deluxe samples, customized or personalized interactions such as acknowledgement of a birthday. As for what is consider “additional value”, if you are talking to your consumers regularly, ask them. They will let you know!


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