Growing and Sustaining Brand Equity

Maintaining and expanding on brand equity can be quite challenging. Brand equity management activities taken a broader and more diverse perspective of the brand’s equity. Managing brand equity would mean managing brands within the context of multiple segments, multiple categories over time.

To grow and sustain brand equity needs various branding activities and application of specific tools such as:

1. The Brand-Product Matrix
2. The Brand Hierarchy
3. The Brand Portfolio

A long term view also produces proactive strategies designed to maintain and enhance customer based brand equity over time, in the face of external changes in the marketing environment and internal changes in the firm’s marketing goals and programs. Besides, in expanding a brand globally, manager need to build equity by relying on specific knowledge about the experience and behaviors of those market segments.