Brand Owners

Brand Owners are Facing the Perfect Storm

The erosion of brand equity online is occurring at an ever increasing rate driven by widely available “Shopping Apps” that direct consumers to the lowest price online in combination with a chronic lack of channel discipline among licensees.

Every year, companies across the globe pour millions of dollars into defining and developing brand equity in the minds of consumers. All these efforts can be undone, and the brand equity diluted, with something as simple as the touch of a button. End consumers make no distinction from brand dilution regardless of whether it occurs online or in a retail setting. Without consumers craving the branded product, and making the appropriate brand-value association, a brand loses its equity. It dies. Brand owners who fail to police their licensees and websites promoting their brands, not only risk brand equity erosion, but jeopardize loss of royalty income should the brand no longer be seen as “sellable” in the retail market place. A single licensee, in a given category, could if unsupervised, single-handedly torpedo a brand, as other licensees under the brand as well as retailers walk away.

By employing Brandoogle’s proprietary software, we can help you identify products and brands, by SKU and category, that are over exposed online. Brand managers armed with this knowledge will be more likely to identify existing and potential licensees who value aligning the ideals of the brand with online presentation. Our team will help you work with your licensees to drive the shared success of appropriate online brand positioning.