Enhancing live brand experience is a good means of boosting brand equity, it has been claimed.
According to Phil Harvey of marketing agency JPMH, businesses, especially those selling their wares through other high street retailers, need to ensure they engage with individuals at both the mass market and consumers levels - something that can be achieved with brand experiences and field marketing.
Writing for the Daily Telegraph, Mr Harvey said: "This means working with consumers to enhance their brand experience and thus build brand equity.
"Practically, this involves adding value through services, information, quality initiatives and so on."
He concluded that powerful consumer/brand connections are essential not only from a sales perspective, but from a wholesale point of view when firms start negotiating price elasticity.
Recently, Managing Director of Markman OTW Mark Batchelor told an audience at the Marketing Excellence for Small Businesses event that brand building was the top priority for new firms.
Written by James Yorke
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