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is clearly aware of the incredible amount of "hidden value"
that a telco has to offer investors and over the years we have developed a number
of technique for the identification and documentation of those assets. Brand equity
reports of this nature can be used in a number of different ways:
1. They can help the marketing organization and top management understand
what the true underlying values of the firm are, helping them to decide upon a clearer
plan of action for moving forward
2. It can provide insight into some of the underlying strengths and weaknesses
of your current marketing approach and brand management efforts
3. They can help you to identify newer and better ways to make plans
for expansion, fueling your imagination and your creative development process
A typical brand equity report will consist of the following steps:
1. Review of existing market research
2. Review of industry / government reports
3. Interviews with top management in each area to assess perceived strengths
and weaknesses
4. Review of network operations, billing and other activity summary reports
to site trends and directions for major product lines
5. Review of campaign history and procedures
Depending upon the finding from these steps we might then need to commission
additional in depth research in the areas of:
1. Market perception studies
2. Focus groups
At the end of the project, we will have established a good basic understanding
of the overall "leverage" that your brand image can offer, along with
recommendations as to ways that this leverage can be increased through strategic
initiatives.
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