How does brand equity influence B2B sales? | CrankWheel

What is a brand?

What is brand equity?

  • Bottom of the pyramid: Brand Salience, which answers the question: “Who are you?” In other words, brand identity and awareness.
  • Lowest, widest part of the pyramid: Brand Performance and Imagery, which answers the question: “What are you?” Meaning, how a company differentiates and stands out from the competition.
  • Further up the pyramid are Brand Judgments and Feelings, which answers the question: “What about you?” This refers to customer reactions to the brand equity a company has created. For example, Apple fans will feel a certain way about that brand, and usually not feel as warmly towards Samsung. That’s a reaction.
  • At the top of the pyramid is Brand Resonance, which answers the question: “What about you and me?”, which refers to loyalty.

Do B2B brands have equity?

How brand equity influences B2B sales

How can we create B2B brand equity?




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Jói Sigurðsson

Jói Sigurðsson

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