Brand equity

• The extent to which they’re familiar with your offerings and visuals
• How your brand makes them feel
• The quality of your offerings
• What others say about you, your products, and your services
• Whether they have a positive brand experience interacting through all available touchpoints: your website and customer service channels, to name a few

Brand awareness is the foundation—it represents how well consumers can recognize and recall your brand within a product category. High awareness makes it easier for customers to consider and choose your brand when making purchases. By employing marketing tactics like paid advertising, social media campaigns, and consistent creative assets, you can help increase brand recognition.

Brand associations

Brand associations refer to any tangible or intangible attributes linked to your brand name in shoppers’ minds. These could include your logo, a celebrity endorsement, or positioning around a key value like quality or innovation. Strong, favorable brand associations help shape perceptions and differentiate brands.

Perceived quality

Perceived quality reflects customers’ subjective assessment of your brand’s overall excellence. It shapes brand equity, as customers often equate perceived quality with expected enjoyment, payoff, and value. Cultivating positive quality perceptions comes from effective marketing across channels, both digital and traditional, coupled with delivering outstanding customer experiences.

Brand loyalty

Brand loyalty is the measure of customers’ commitment to your brand, demonstrated through repeat purchases over time. Loyal brand advocates tend to be less sensitive to price changes and promotional efforts by your peers. Loyalty programs, customer engagement, and consistently meeting expectations help build brand loyalty.

Other proprietary brand assets

Other proprietary brand assets, such as branding elements, patents, trademarks, cost structure, or manufacturing capabilities factor into your brand’s equity. These help you stand out from the crowd in ways that other brands, similar to yours, can’t easily replicate.

• Customers tend to pay more for brands they perceive as high-quality and align with their values. This pricing power helps further increase revenue and brand equity.
• Positive brand equity helps make marketing efforts exponentially more effective and efficient. With high brand recognition and favorable associations, marketing and social media campaigns can better resonate.
• Strong brand equity builds loyalty and advocacy, lowering customers’ churn rates. Loyal customers act as ambassadors through word-of-mouth, generating free promotion, and, in some cases, free user-generated content in the form of social media posts and reviews. This helps cement your brand as the go-to provider in your category.
• Brand equity provides a buffer against negative press or product issues. Setbacks and missteps come with the territory of running a business. If managed properly, those mistakes have less impact on purchase intent for customers emotionally invested in your brand name.
• With high brand equity, you can inspire greater stakeholder support, from employees to partners, based on your brand’s perceived value and potential. This, in turn, can help you unlock resources, collaborations, and synergies that will propel business growth initiatives.
• Most importantly, robust brand equity allows you to seamlessly grow your business by leveraging the “brand halo effect.” Shoppers tend to transfer their positive perceptions and associations from existing products they know and trust over to newly launched products from the same brand. A strong reputation can help mitigate risks associated with new product launches and extensions into new categories.

Strong brand equity delivers compounding value and growth opportunities. This translates into increased revenue, empowering you to invest in innovation and further brand-building activities, creating a positive reinforcing loop. As you innovate and enhance your offerings, your equity strengthens, attracting more customers and driving further growth.

Craft a compelling narrative that resonates with the audiences you want to reach, and infuse your brand story into all customer touchpoints—from marketing campaigns to product packaging. Don’t forget to use various storytelling mediums, such as videos, imagery, and immersive experiences, to amplify your story.

Step 2: Ensure consistent brand messaging and visual identity across channels and communications.

Create authentic content that showcases your brand’s personality and expertise, and your products’ unique selling points. This cohesive approach to branding allows consumers to effortlessly recognize your business and products amid the multitude of brand messages they encounter daily.

Step 3: Embrace purpose-driven marketing.

Engage in cause-related marketing campaigns to build emotional connections with customers. Demonstrate your commitment to ethical and sustainable practices through campaigns designed to connect you with new audiences wherever they spend their time. This will help you build positive perceptions within a wider pool of potential new customers.

Step 4: Implement customer feedback loops and actively address customer pain points.

Continuously innovate and enhance the customer experience across all touchpoints and in all possible ways— from the keywords you use when listing your products to your return policies. This will strengthen positive brand associations in the minds of consumers.

Step 5: Embrace an insights-driven brand management.

Monitor brand equity regularly through various methods, such as brand awareness surveys, customer satisfaction scores, and brand-related success metrics. Use these insights to not only refine your brand strategy, but also gauge interest for new product launches.

1. Ensure your products are visible: You can create advertising campaigns in a few clicks that draw upon a rich understanding of shoppers’ behaviors and purchase journeys, and appear in prominent places, such as top-of-search results. This will bring your brand top-of-mind for shoppers when they’re searching for products similar to yours, and help you establish a foothold in your respective category. Sales of recently launched products in the Amazon store that were added to a Sponsored Products campaign increased 181%.¹
2. Benefit from high-traffic shopping events: Through advertising solutions like Sponsored Display, you can expand your reach beyond Amazon and get your brand and products in front of new potential customers across third-party sites and apps, especially leading up to key shopping events when traffic is expected to increase. 87.8% of shoppers surveyed globally have researched products during Black Friday and Cyber Monday before making purchases, either in the Amazon store or third-party destinations.² Remember, not every customer will convert on their first experience with your brand. Focus on building audiences that you can nurture and remarket to over time.
3. Stand out from the crowd and drive halo effects: Sponsored Brands video format is the way to go when aiming to catch shoppers’ eye. And, with creative tools like the Video Builder you can create professional-looking videos that capture attention, for free and in only a few clicks. By promoting your top-selling products with rich media and video ad formats, you can help attract new customers and leverage the halo effect. This means the positive associations with your popular products can spill over to your entire brand, generating interest in related items and creating exciting cross-selling opportunities.
4. Build strong customer connections and help drive repeat purchases: Showcase not one but all of your products in one place, and help drive stronger customer connections. Brand Stores allows you to create an immersive storefront for free, and Sponsored Brands help you turn browsers into buyers with eye-catching ads. Leverage Brand Stores and Sponsored Brands together, and you’ve got a winning advertising strategy. Shoppers visit a storefront to learn more about the business they’re purchasing from. This is your chance to showcase who you are and create a space that shoppers will visit time and again to connect with you.
5. Quantify brand equity: Make informed marketing decisions using campaign reporting that is easy to understand and can help you quantify your brand equity through relevant metrics, such as top-of-search impression share, new-to-brand metrics, repeat purchases, viewable impressions, and brand searches. You can use the insights to measure brand health indicators and see how your brand awareness and customer engagement evolve over time.

Sponsored ads allow us to develop brand awareness and product visibility whilst increasing sales at speed and scale across Amazon globally.

- Joe Fisher, Brandvault

If you have limited experience, contact us to request services managed by Amazon Ads. Budget minimums apply.