Brand Equity & Health
Unlocking the Potential of Your Brand
Over the course of 20 years of brand-related work we have served major international brands in understanding the equity and true health of their brands. Our approach to Brand Equity and Health Measurement is unique in the way we unlock the full understanding and potential of brands, delivering the ultimate insights gateway to achieve sustainable brand growth.
Measuring brand health requires much more than understanding current brand presence and performance calling for comprehensive, definitive and actionable insights to key questions.
How well is the brand performing in the market today?
Every brand carries its own story and legacy into its current brand performance. No matter what these are, our Brand Equity measurement nails down the brand performance in the current environment, accurately measuring performance on key dimensions:
- Current consumer and revenue shares and the key consumer segments driving this
- Brand positioning in the market and related perceptions
- Brand positioning alignment with company values
- Communication strategy impact & shortfalls on brand success
As the company made clear in its announcement: “It’s the perfect feature to use if you have an overflowing shopping cart, are dealing with a fussy child, or simply don’t want to walk to your car through the rain.” Admittedly, the technology isn’t perfect yet; but it’s certainly a taste of things to come.
Why is the brand performing this way?
Dissecting the current brand performance, our brand related work measures and structures diagnostics on brand performance to get to the roots of the brand’s success drivers and barriers to growth. Our brand diagnostic framework illuminates and provides actionable intelligence on aspects that makes a difference to brand success:
- Specific nodal points in the customer journey that are driving or preventing future growth
- Differentiator points that are truly driving consumer choice for the brand
- Nature of the attributes drivers for consumer and brand choices, measuring both functional and emotional aspects that are impacting the brand performance in the competitive sphere
Is the brand healthy to drive future success and growth in the market?
Opening the path to sustainable brand growth, we focus on the true health of the brand per se, filtering out the noise of historical brand performance in the market. Our critical brand layer measures include:
- Brand prominence, identifying whether the brand is always present in consumers’ minds
- Understanding the true brand health dynamic or whether the brand is running on historical legacy successes
- Brand reputational risk assessment, measuring embedded long-term brand positioning inhibitors to brand success
- Brand differentiation assessment, measuring the degree to which the brand promise, positioning and delivery offers consumers reasons to choose the brand that they cannot find elsewhere
