What do you need to know about brand equity?
January 31, 2015 By Yvette Dubel
ABSTRACT:
Let’s look at two different examples of damage to brand equity to learn about what that means. In practical rather than abstract terms.
Sometimes customer attrition can seemingly be overcome and businesses endure. Delivering modest returns to shareholders by pushing mediocre profit growth of less than 3%.
” Sales at Wal-Mart U.S. stores open at least a year were flat and traffic was negative for the seventh quarter in a row, continuing a weak trend for the retailer at home. Prior to this quarter, Walmart’s U.S. stores had seen five straight quarters of sales declines.” http://www.usatoday.com/story/money/business/2014/08/14/walmart-q2-earnings/14015873/
With no one realizing these price war victories are made more costly because of internal operation problems and damage to domestic brand equity.
” National Labor Relations Board Administrative Law Judge Orders Walmart to Stop its Illegal Threats to Workers in One of Many Expected Decisions against Walmart
Workers, Supporters Say Walmart Must End Its Abuse of Power and Improve Jobs” http://makingchangeatwalmart.org/2014/12/10/10128/
ReBranding can be like an expensive costume change without the desired impact.
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