Retail branding equity is one of those terms used by marketers when they want to make it seem as though they are talking about something that is far more complex and important than it actually is. The fact of the matter is that retail branding equity is nothing more than the amount of brand exposure that you have in a given market. If your brand is the premier one when it comes to being known with a particular marketplace, your retail branding equity in that marketplace is high. It is a simple concept to learn and understand, but that does not mean that achieving retail branding equity is by any means an easy thing to do.
Saturated Markets
One of the main reasons why achieving a high level of retail branding equity fast these days is very difficult and probably impossible for most to do is the fact that we have saturated markets. With the notable exception of several of the new green industries, a lot of the major and minor industries that we have right now have been around for awhile. They have had a chance to mature and over the course of that maturation process, they have become saturated.
Fast forward to the present day and you will find saturated markets and industries just about everywhere you go. There are one or two giants in the marketplace that have the highest retail branding equity and then just about everyone else is left to fend for their own hide and try to claim as much of the remaining equity as possible. This is true for just about every industry including the online industry nowadays. Not everyone can defeat Microsoft and Yahoo quite handily to become Google. That takes a special company with special people and a whole lot of luck along the way.
Creating Retail Branding Equity
Note that in the above section the argument was put forth that it is close to impossible to build a high level of retail branding equity fast. It is certainly still possible to build a high level of retail branding equity though. You just have to be willing to go extremely slow in your estimations in order to do it. If you do not have the patience in order to go slow, you should not pursue a strategy in the marketplace that relies on you building a high retail branding equity. Without time, you will never reach that particular goal.
Final Thoughts
You might be wondering what strategies for success do not involve building retail branding equity. Well, the fact of the matter is that there are a lot of those strategies around. Bottom feeders exist in just about every market and many of them are able to do reasonably well in terms of their net profits. They do not have retail branding equity except amongst the hardcore bargain shoppers. You can always follow this route, but you are giving up conquering your industry if you do that, even online. If you want to conquer the industry though, you need to spend the time to acquire retail branding equity. There are trade offs in all things.
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