Watching the Super Bowl. Every week, it seems, we read about another huge branding initiative in the IT services space. As firms jockey for position, the sense of urgency is palpable. But branding is a long-term game. But brand awareness does not equal brand equity.
Awareness is step one.
If they don't know you exist, they certainly won't consider you for their next project. The Ultimate Goal For e-business professional services firms, the most critical measure of brand equity is customer loyalty. The ultimate goal of branding is to create loyal customers. With loyal customers, marketing is easier, selling is faster, premium pricing is more acceptable, repeat business is extremely high and positive word of mouth helps generate new business. Creating loyal customers can happen more quickly with the Internet.