I was adding some content to my book in a section about branding your podcast. While doing some research online, I came across the following term:

• Brand equity – The value built up in a brand. It is measured based on how much a customer is aware of the brand.

Interesting. If value can be associated with how aware customers are of a brand – meaning the logo, slogan, colours, company name – then can the same be said of podcasting? Of course and I’d replace brand with podcast and call this podcast equity. If we piggy-back off the definition above:

• Podcast equity – The value built up in a podcast. It is measured based on how much an audience is aware of the podcast.

How then can this podcast equity be measured? According to the Wikipedia definition of brand equity, the value of a brand can be measured in two ways:

1. Tangible, functional attributes eg. “Twice the cleaning power” or “Half the fat.”
2. Intangible, emotional attributes eg. “The brand for people with style and good taste.”

What then are the tangible and intangible attributes that can measure the value of podcast equity? Is there an additional attribute that’s missing? Add your comments.