Customer-Based Brand Equity
Brand equity is the difference made by what a person already knows about you. That knowledge has two components: awareness and image.
Brand equity is a gap: how many people would come if a nameless club sent the same invitation.
- The situation
The board decided it needs 'more visibility' and is planning another ten posts.
- What the model says
Visibility grows only half the model. If what people say is 'they run events', those ten posts just repeat the thing that separates you from nobody.
- What you do
Ask twenty people by the coffee machine — ten members, ten not — which three words come to mind, and sort them into the three columns.
What it claims
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Who created it
Why this is your problem
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Why gslk uses it
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Where it runs in the product
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Source
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The primary source is in copyright. This page retells it in our own words and cites it rather than reproducing it.
These works are related to the one you just read — and not by accident:
shared competencies: Brand and value, Judgement
shared competencies: Brand and value, Rhetoric
shared competencies: Brand and value, Judgement
shared competencies: Rhetoric, Judgement
Of the ten gslk competency domains, this work grounds:
The same work written for a member: what to do with it in the club.
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