Brand equity is often defined in terms of assets and liabilities attributable to a brand. How do you identify and define these assets? Besides established methodologies, I would like to go beyond this boundary and look into the heart of what it constitutes to be a viable marketing asset.
A golden egg laid by a golden goose, both may be assets in theoretical definition. I have no problem with that. However, I would view golden egg as an asset that will face attrition due to consumption, and more viable “asset” per se would be the golden goose itself. When you define brand equity, you take into account the sales volume attributable to a brand name, logo, jingle etc. But how about the level of motivation that pushes your sales force to touch the sky if they could? How about the attitude of channel members who think that they are carrying the product of a company that cares about them? How about the attitude of the front desk executive who thinks answering phone calls means projecting an image about his/her organization? How about the driver of the delivery van, who handles fragile merchandize carefully so that customers stay happy? These are the golden geese you need to take care of like an asset.