Articles. Brand

How do you judge a brand such as Kickstarter? first of all you need to understand how to judge any brand that's where the book ' Strategic Brand Management' came in handy. I read trough quite a few chapters of the book but the most useful one was about brand equity.

http://www.investopedia.com/terms/b/brandequity.asp

Definition of 'Brand Equity'

The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equity. This might happen if a company had a major product recall or caused a widely publicized environmental disaster.