Branding Geometry

Schultz, Don E.
September 2003
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p8
If Euclid were alive today, he would be proud of what brand marketers have done with his geometric concepts. All these geometric devices are used for one primary reason, to give some tangibility to something that is still basically intangible--the brand. Treating an inanimate object like the brand as an animate object is not all that unusual, though. So giving animate features to an inanimate object is not that unusual in the business world. At one end of the brand equity spectrum is the view that brand equity is created and owned by the brand's customers. At the other end of the spectrum are the hard-nosed business and financial types. To this group, brand equity depends primarily on some type of brand valuation. Thus, they define brand equity externally, as do the customer brand equity people, but they look at it as a value that is dependent on an external financial valuation. The attitudinal people say brand equity is owned by the customer. Others argue that brand should be continuously monitored and changes in financial value should be calculated and used by management to determine investment and return levels. Perhaps it is the ambiguity of the brand that makes it so difficult for marketing managers.


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