MANAGING BRAND EQUITY

The challenge for many brands is to develop credible and sensitive measures of brand strength that supplement financial measures with brand asset measures. When brand objectives and programs are guided by both types of measures, the incentive structure becomes more balanced, and it becomes more feasible to justify and defend brand-building activities. General progress in the measurement of brand equity will help managers develop valid instruments for individual brands.
It is paramount to determine a company's position immediately and proactively develop this into a personality; in an ever more crowded marketplace this will define the brand and allow it to stand out from its competitors, necessary for capturing market share in a modern world full of fickle consumers.
As companies or brands grow and become more established, the threat of losing those initial core values can begin to surface. It's easy for brand values to become diluted, and this creates a very real risk of losing loyal customers. It is therefore crucial to create an internal culture that reflects the brand positioning and can grow the equity of the brand, not devalue it.

There is evidence that loyalty levels for supermarket products have declined. Nielsen charted the market share for 50 selected major supermarket brands and found that it fell 7% from 1975 to 1987. 

Bikash kundalia
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