\n“Brand Equity: The ability of an established brand to add measureable value to the products and services that carry the Brand\u2019s name.”<\/h4>\n<\/blockquote>\n<\/div>
BRAND EQUITY TRACKING<\/h3>\n<\/div><\/div><\/div><\/div>
There are many definitions for \u201cbrand equity\u201d or \u201cbrand value\u201d, but we prefer the one presented above. First, because it focuses on the benefit to the marketing organization of a well-managed brand: the enhanced monetary value of branded products and services. Secondly, because this definition lends itself to measurement and verification through proven quantitative techniques.<\/p>\n<\/div>
The Importance of \u201cTop-of-Mind\u201d Awareness<\/strong>\u00a0When consumers are asked to think about a category and then recall the first brands that come to mind, those brands that demonstrate prompt, unaided recall are almost always the category leaders.<\/p>\n
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- \u00a0Whether measured by dollar volume, share, repeat purchase or favorable ratings, top-of-mind brands tend to dominate the categories in which they compete.<\/li>\n
- That leadership status is earned through consistent, positive and well-directed marketing efforts.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
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\u00a0MEASURING MORE THAN POPULARITY AND FAMILIARITY \u2026<\/h6>\n<\/div><\/div><\/div>
Measuring Brand Salience \u2013 the AA&U Study<\/strong>\u00a0A key management tool for directing a successful marketing campaign is the well-designed awareness, attitudes and usage (AA&U) study. Periodic AA&U studies graphically track a marketing program\u2019s relative success in maintaining essential levels of brand awareness while communicating and reinforcing compelling brand messages.<\/p>\n
We have been helping top-tier marketing organizations design and implement AA&U studies for over 20 years.<\/p>\n
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- Our approach, linked to our brand positioning and profiling process, ensures that you are measuring the attributes and brand associations that are central to maintaining your brand\u2019s core image.<\/li>\n
- \u00a0We also incorporate measures of product use, purchase loyalty, new product trial, cross-shopping patterns and future purchase intentions that link brand image to performance in the market.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>