[The American Brands Council]
Bob Tomei
General Manager, EVP AC Nielsen
A great brand is best defined by the equity and
positioning it holds in the marketplace. Brand
equity is defined by the price/value relationship
it maintains among a specific target audience.
Once a brand’s equity is established in
the market, its positioning and image must
reinforce that price/value relationship over and
over again. It is critical to maintain a consistent
message over time that reinforces those attributes
of a brand that consumers value.
A brand should also not extend beyond its
defined equity and positioning. A great brand
must deliver on its stated commitment to
responsibly fulfill a specific consumer need or
desire. The brand’s packaging, promotion,
advertising, and positioning in the market need
to support that commitment. While it's relatively
easy to “refresh/update” a brand using
repackaging or close-in line extensions, the
real challenge lies in making it relevant over
time to your target consumer.
