Comments on: The myth of brand equity http://www.salesprocessengineering.net/2008/07/07/the-myth-of-branding/ The application of process-engineering principles (particularly TOC) to the sales process Wed, 18 Jan 2012 22:26:08 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Sales Process Engineering » Blog Archive » Countering the ‘promote to build brand equity’ argument http://www.salesprocessengineering.net/2008/07/07/the-myth-of-branding/comment-page-1/#comment-766 Sales Process Engineering » Blog Archive » Countering the ‘promote to build brand equity’ argument Thu, 18 Mar 2010 05:43:24 +0000 http://www.salesprocessengineering.net/2008/07/07/the-myth-of-branding/#comment-766 [...] (To review my position on ‘brand equity as a management metric’ you might like to read this article. The marketer’s position is typically as follows: We do not spend promotional dollars to [...] [...] (To review my position on ‘brand equity as a management metric’ you might like to read this article. The marketer’s position is typically as follows: We do not spend promotional dollars to [...]

]]> By: David Sandusky http://www.salesprocessengineering.net/2008/07/07/the-myth-of-branding/comment-page-1/#comment-632 David Sandusky Thu, 05 Nov 2009 04:13:52 +0000 http://www.salesprocessengineering.net/2008/07/07/the-myth-of-branding/#comment-632 I enjoyed this well thought out post and mostly agree. I do feel it is unfortunate that the big climax "So, is a brand actually worth anything?" is about commodities. The discussion looses water on the sales person's side because selling a commodity is about and only about proximity to need. Oil. Bananas. Cotton. No brand value and no reason to get all caught up in price and what we "stand for". The experience of actual brand loyalty (Coke v Pepsi) is proven when the brand champion will go out of her way to get a Coke over a Pepsi or choose nothing. In my personal findings, more people will go out of way for Coke than for Pepsi (at least in my region). There is your brand value. Well written...will follow your work. I enjoyed this well thought out post and mostly agree. I do feel it is unfortunate that the big climax “So, is a brand actually worth anything?” is about commodities. The discussion looses water on the sales person’s side because selling a commodity is about and only about proximity to need. Oil. Bananas. Cotton. No brand value and no reason to get all caught up in price and what we “stand for”.

The experience of actual brand loyalty (Coke v Pepsi) is proven when the brand champion will go out of her way to get a Coke over a Pepsi or choose nothing. In my personal findings, more people will go out of way for Coke than for Pepsi (at least in my region). There is your brand value.

Well written…will follow your work.

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