Branding

To manage a brand it is necessary to have key basic information about your brands and categories e.g. sales data, awareness levels, usage levels

However this factual information doesn’t tell you very much about how the consumer feels about your brand.

To really manage your brand it is necessary to understand:
How your brand is perceived by consumers compared to how they perceive other brands.
What you need to do in order to improve perceptions of your brand (i.e. diagnose what is and isn’t important to consumers)

Our view is many brand equity measurement frameworks are either:
…too complex
…too descriptive
…not actionable enough

 

 

Therefore, we have developed a more useful framework to address these shortcomings. Our system is cost effective, replicable, actionable and answers the following key questions.

How strong is my brand?
How much stronger or weaker is it than other brands?
Is my brand getting stronger or weaker over time?
What makes a brand strong?
How can I energize my brand