Customer-Based Brand Equity
Say the club's name to a stranger and watch what comes into their head. That is the club's brand. You can check it today, for nothing.
Brand equity is a gap: how many people would come if a nameless club sent the same invitation.
Stop twenty people by the coffee machine — ten members and ten non-members — and ask one thing: what three words come to mind when you hear our name. Write them down verbatim and do not argue. The gap between the two lists is your real image.
The full biography is on the public version →
No freely licensed likeness of this person exists, so this is a generated emblem. It is not a portrait.
These screens carry out this specific work. Every published work in the library also has at least an exercise — it is at the foot of this page.
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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
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The same work written at length: what it claims and what its evidence is worth.
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