By M. Isi Eromosele

To achieve the goal of becoming a preeminent global brand, a marketplace analysis would need to be carried out to identify a link between brand image perceptions and economic factors such as price and features.

The information that results from this analysis would enable the company’s brand to be quantified into three areas, each of which can influence actions and strategy decisions:

Valuation - The relative value of the brand equity and existing product mix are measured to compare with those of the company’s competitors. The result allows for a high level view of market competitive opportunities and threats and can be utilized to improve the brand’s features.

Equity Component Identification - The brand’s equity is split into key components to determine demand potential. This analysis will reveal positive areas of the brand’s image that could be used as competitive advantage as well as brand aspects that could negatively impact customer demand. These could be fixed immediately.

Subgroup Impacts - Specific features of the brand image should be analyzed, identifying what could emerge to form brand equity elements. Improvements in each of these elements will have measurable influence on market share.

This would provide detailed information for use in marketing and media initiatives. The entire outcome of the above exercise would form the core of the effort to value and separate brand equity into its consumer elements.

Describing a brand’s value in terms of its individual image and economic elements enables the identification of previously unrecognized opportunities and methods for increasing revenues and building profitability.

It enables the development of powerful global strategies for maximizing the value of a company’s brand equity and conversely reducing the equity of its competitors’ brands.

Strive for the following results in implementing your global brand strategy:

• Protecting main brand equity elements - those that are driving market share
• Fixing negative equity elements - which represent lost share
• Attacking competitors’ positive elements - meaning neutralizing their brand advantage
• Leveraging competitors’ negative equity elements - fully exploiting their weaknesses

The age of the preeminent global brand is here to stay, ushering in the uncharted growth of global markets. Achieving the top position globally is becoming the ultimate competitive weapon for those companies that aspire for global market dominance.

Attaining such a superior position requires an unprecedented commitment from the company as well as a highly disciplined approach. The disciplined approach stated in this document, which integrates the analysis of a brand’s image with economic measures results in effective and informed decision making.

The result can be a considerable competitive edge for companies aspiring to global market leadership.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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