Factors that Contribute to Brand Affinity

Abstract

Building brand equity for many companies has become a core value generating activity and goal. In companies such as Proctor and Gamble, Coca-Cola, and Apple, building and managing brand equity is a key strategic initiative that is lead by the CEO and considered a core competency. While the ultimate goal of investing, building and managing a brand is developing a base of consumers loyal to the brand, the process of getting a potential customer to that point can be very complex. Much of the marketing and advertising done by customers is focused on the first stage of branding, creating brand awareness. Taking potential customers from brand awareness to a brand loyal customer is a factor of many variables, both internal and external. By moving customers through this behavioral process, brand equity and value is increased.