Nowadays, the biggest concern for companies is about how to develop your brand. And one of the things that generated this concern was understanding that Brands are assets that determine strategy. Imagining brands as assets has generated many drastic and profound changes and altered the perception of marketing and brand management. As a result, companies that adapted changed the view of brand building from a tactical effort that could be delegated to anyone or even an agency to a strategic and business-critical effort.

The concept of “brand as an asset” began to be accepted when the dominant belief that the main function of brand marketing was to stimulate sales began to lose strength due to numerous failures in different contexts. Discount promotions began to create a habit among customers of waiting and only purchasing during promotions without ever wanting to pay the real price of the product. Price became a motivating factor for purchases and as a result, brand value plummeted.

A brand as an asset is the main piece of a business strategy. It is different from tactical actions such as promotions that only impact the number of sales and cash flow (the truth is that, in 10 years, no one will remember a promotion you did today) and that make customers dependent, making them Always wait for the next promotion. Viewing the brand as a strategic asset allows the actions taken by the company to contribute to the brand's connection and relationship with the customer and this will create a relationship of trust and reciprocity. Thus, the customer will buy because of the brand and not just because of the price or the product. And this is a solid foundation for sustainable growth.

One of the main objectives of brand building will be to develop, strengthen and leverage the brand equity (Brand Value), whose main dimensions are the conscience, the associations and the loyalty of the customer base. If you want to build a solid brand or develop your brand so that it lasts in the business world, focusing intensely on the dimensions of Brand Equity can help you achieve your goal.

People like what they know and are prepared to attribute a variety of positive characteristics to items with which they are familiar. Furthermore, brand awareness can be a sign of success, commitment and substance, attributes that can be crucial for industrial buyers of high-value items and consumers purchasing durable goods. If the brand is recognized, this does not happen by chance. Finally, awareness can affect the likelihood that the brand will be remembered at important moments in the purchasing process and thus be among the brands that the customer considers.

When a customer wants to buy an item with certain characteristics, it is their brand awareness that will make them decide which product, and from which brand, to buy. This awareness is extremely important, as it is the connection that we, entrepreneurs, must establish with the customer, a connection that makes our brand their first thought when they want to fulfill a desire.

They include product attributes, design, user image, product variety and symbols. In other words, everything that connects the customer to the brand. They can be the basis of customer relationships, purchasing decisions, user experience and brand loyalty. A crucial part of managing brands as assets involves determining what associations and linking them to the brand.

Everything that helps the customer remember your brand falls under brand association, any and all features of your product that are striking to the customer can become an association trigger for them.

It is at the heart of the value of any brand because, once obtained, it endures. Customer inertia benefits the brand that has earned their loyalty. Breaking a loyalty link is difficult and expensive for the competition. One of the objectives of brand building is to expand the size and intensity of each loyalty segment, making the basis of the customer relationship more consistent over the long term and, whenever possible, richer, deeper and more meaningful.

One of the most relevant issues about brand loyalty is that once it is obtained, the customer becomes an unconscious seller of your brand. He simply won't be able to stop himself until he convinces someone else that his brand's product is the best.

From now on, you have enough information to work on creating and developing your brand to stand out in the market.