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Brand Equity

Exploring Brand Equity Measurement

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Brand Strategy Model

“You can’t manage what you don’t measure.”

This is especially true of a brand and its equity. A robust brand equity measurement system will accomplish the following objectives:

•Measure the brand’s equity across a variety of dimensions at different points in time over time
•Provide diagnostic information on the reasons for the changes in brand equity
•Gauge and evaluate the brand’s progress against goals
•Provide direction on how to improve brand equity
•Provide insight into the brand’s positioning vis-à-vis its major competitors including its strengths, weaknesses, opportunities and threats
•Provide direction on how to reposition the brand for maximum effect

The Blake Project has identified the following five attributes that drive customers to insist upon specific brands: awareness, relevant differentiation, value, accessibility and emotional connection.

These brand insistence drivers work together to move customers from being aware of your brand and preferring your brand to purchasing your brand and being loyal to your brand. Our chart demonstrates how this works…

We recommend that brand equity measurement studies:

•Focus on the key drivers of customer brand insistence
•Measure changes in brand equity over time
•Diagnose reasons for changes in brand equity
•Provide insight into the current brand positioning, including strengths, weaknesses, opportunities and threats
•Provide direction on how to increase customer brand insistence

Brand equity studies should measure the following for your brand and each of its competitors, with responses reported separately for different user segments:

•Awareness
•Convenience/accessibility
•Perceived value (including quality and price sensitivity)
•Rank in consideration set
•Preference
•Usage
•Relevance
•Differentiation
•Vitality
•Emotional connection
•Loyalty
•Multiple personality attributes and other brand associations.

The Blake Project Can Help: The Blake Project’s BrandInsistence Brand Equity Measurement System

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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7 Comments

Business Consultant on February 08th, 2007 said

More great stuff guys!

Jim Legington on February 09th, 2007 said

Hey Derrick,

The Five Drivers are very profound and get to the heart of the matter. Everyone is Blessed in reading this Blog.

Walter Lim on February 12th, 2007 said

Fabulous way of defining the different dimensions of brand equity. Man, I wished I had stumbled onto this blog earlier because it contains practically anything and everything one needs to know about branding. Excellent resource!

Will definitely blog on some of your posts and link them here. I think my fellow marketers in Singapore would find this incredibly useful.

Phill Barufkin on November 10th, 2010 said

Never lose site of your brand’s credentials and measuring equity is effective at understanding delivery of the performance of substantial drivers of success and momentum. Credentials are something that you can’t take away or question about a brand: it’s the accumulation of historical achievements and the super structure on which a brand is built. But, while I agree with this topic, I want to add that brands are fluid and have to change to react to the marketplace. As a strategic marketer, I have done a ton of work in this area and one model I frequently use takes this notion of equity further. It uses a framework that essentially pinpoints a brand’s current state to one of six equity areas: 1. brand attribute 2. brand benefit 3. role 4. value 5. territory 6. awareness.

Trackbacks/Pingbacks

  1. Anonymous - February 13, 2007

    Branding Strategy Insider: Exploring Brand Equity Measurement

    “You can’t manage what you don’t measure.”

    This is especially true of a brand and its equity. A robust brand equity measurement system will accomplish the following objectives…

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