<ul><li>Begin by building greater awareness.</li><li>Try to deepen the customer connection socially and psychologically through strategic targeted marketing.</li><li>Aim to achieve positive customer feelings and judgments about your brand.</li><li>Strive to connect with clients at the strongest level of loyalty, inspiring them to become more involved via social media and brand or marketing events.</li><li>Learn more by reading <a href="http://www.mindtools.com/pages/article/keller-brand-equity-model.htm">this article </a>on the Customer Based Brand Equity Model.</li></ul>

How to create Brand Value

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<ul><li><a href="https://www.thehartford.com/business-insurance/strategy/calculators">Calculators </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/business-templates">Templates </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/videos">Videos </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/infographics">Infographics </a> </li><li><a href="https://www.thehartford.com/business-insurance?Tcode=TH040060">Business Insurance </a><ul><li><a href="https://www.thehartford.com/business-insurance?Tcode=TH040060">Business Insurance </a> </li><li><a href="https://www.thehartford.com/small-business-insurance?Tcode=TH040060">Small Business Insurance </a> </li><li><a href="https://www.thehartford.com/general-liability-insurance?Tcode=TH040060">General Liability </a> </li><li><a href="https://www.thehartford.com/workers-compensation?Tcode=TH040060">Workers' Compensation </a> </li> </ul> </li> </ul>

<ul><li><a href="https://www.thehartford.com/business-insurance/strategy/startup"><span>Startup Business </span> </a><div><div>Main Menu </div><div>Startup Business </div><div><div><div><div><div><div><a href="https://www.thehartford.com/business-insurance/strategy/startup/benefits">Benefits </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/startup/expansion">Expansion </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/startup/marketing">Marketing </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/startup/money">Money </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/startup/safeguards">Safeguards </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/startup/talent">Talent </a> </div> </div> </div>  </div> </div> </div> </div> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/growing"><span>Growing Business </span> </a><div><div>Main Menu </div><div>Growing Business </div><div><div><div><div><div><div><a href="https://www.thehartford.com/business-insurance/strategy/growing/benefits">Benefits </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/growing/expansion">Expansion </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/growing/marketing">Marketing </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/growing/money">Money </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/growing/safeguards">Safeguards </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/growing/talent">Talent </a> </div> </div> </div>  </div> </div> </div> </div> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/mature"><span>Mature Business </span> </a><div><div>Main Menu </div><div>Mature Business </div><div><div><div><div><div><div><a href="https://www.thehartford.com/business-insurance/strategy/mature/benefits">Benefits </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/mature/expansion">Expansion </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/mature/marketing">Marketing </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/mature/money">Money </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/mature/safeguards">Safeguards </a> </div><div><a href="https://www.thehartford.com/business-insurance/strategy/mature/talent">Talent </a> </div> </div> </div>  </div> </div> </div> </div> </li> </ul>

<ul><li><a href="https://www.thehartford.com/business-insurance/strategy">Business Strategy </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/startup">How to Start a Business in 10 Easy Steps </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/startup/marketing">Marketing for Startups </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/business-branding">Branding for Beginners </a> </li> </ul>

Step 2 – Meaning: Communicate What Your Brand Means and What It Stands for.

Step 3 – Response: Reshape How Customers Think and Feel about Your Brand.

Step 4 – Relationships: Build a Deeper Bond With Customers.

<ul><li>Begin by building greater awareness. </li><li>Try to deepen the customer connection socially and psychologically through strategic targeted marketing. </li><li>Aim to achieve positive customer feelings and judgments about your brand. </li><li>Strive to connect with clients at the strongest level of loyalty, inspiring them to become more involved via social media and brand or marketing events. </li><li>Learn more by reading <a href="http://www.mindtools.com/pages/article/keller-brand-equity-model.htm">this article </a>on the Customer Based Brand Equity Model. </li> </ul>

<ul><li><a href="https://www.thehartford.com/business-insurance/strategy/startup">Startup Business </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/growing">Growing Business </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/mature">Mature Business </a> </li> </ul>

<ul><li><a href="https://www.thehartford.com/business-insurance/strategy/calculators">Calculators </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/business-templates">Templates </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/videos">Videos </a> </li><li><a href="https://www.thehartford.com/business-insurance/strategy/infographics">Infographics </a> </li> </ul>

<ul><li><a href="https://www.thehartford.com/business-insurance?Tcode=TH040060">Business Insurance </a> </li><li><a href="https://www.thehartford.com/small-business-insurance?Tcode=TH040060">Small Business Insurance </a> </li><li><a href="https://www.thehartford.com/general-liability-insurance?Tcode=TH040060">General Liability </a> </li><li><a href="https://www.thehartford.com/workers-compensation?Tcode=TH040060">Workers' Compensation </a> </li> </ul>

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Adding Value to Your Brand Through Brand Equity

How to create Brand Value

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