Social Brand Equity – Every Brand Needs to Earn It

The Traditional Marketing basics tell us that the inherent trait of a brand is to stand apart in a crowd and invoke aspiration, positive associations and good word of mouth while in the process also create some natural brand assets like consumer loyalty, good recall, value & persona associations, price premium, etc. While in a real time marketplace where every product is competing for market share and consumer eyeballs at the shelf space level, a distinctive brand that stands apart does garner some attention among its consumers and once it does that it eliminates the fear of unknown thereby making them feel comfortable with the brand.