U&A’s and Brand Equity studies

Brand Equity can be assessed using a stand-alone study, within a U&A or within a Tracking study. This is in line with our philosophy of being flexible and cost effective.

Brand Equity is always conducted using our Brand Equity Framework in order to provide a comprehensive and consistent framework for assessing all key brand metrics.

The interrelationships between variables in the framework are modelled statistically, for example we use a number or Leading Edge Key Drivers analyses to understand what is important in the category.

We define 8 key performance metrics that are the building blocks of brand equity. A single Brand Equity metric summarises the overall brand health.

Each of these are summarised using a simple yet powerful 3 group system: positive, neutral, negative. We also analyse the commitment or loyalty towards brands using a 3 segment system.

Contact Us for more information on brand equity.