{"id":236,"date":"2012-07-05T21:14:40","date_gmt":"2012-07-06T02:14:40","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=236"},"modified":"2023-08-30T16:34:02","modified_gmt":"2023-08-30T21:34:02","slug":"band-equity-assessment-b-ext","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/band-equity-assessment-b-ext\/","title":{"rendered":"Band Equity Assessment: b-EXT"},"content":{"rendered":"

<\/div><\/div>
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“What is our brand worth and how can its inherent equity be measured \u2026?”<\/h4>\n<\/blockquote>\n<\/div>

BRAND EQUITY ASSESSMENT: B-EXT<\/h3>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
MEASURING THE VALUE AND THE ELASTICITY OF A BRAND\u2019S EQUITY<\/h6>\n<\/div><\/div><\/div>

Big Brand Marketing.<\/strong><\/p>\n

Establishing immediate and positive salience with target consumers is the essential starting point for building a strong brand. But to maintain robust growth, established brands must expand their existing turf with flanker products while exploring new operating territory through targeted extensions into new categories.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

B-EXT: TESTING THE BRAND\u2019S ABILITY TO EXTEND\u00a0ITS REACH<\/h6>\n<\/div><\/div><\/div>

How Far Can My Brand Stretch?<\/strong>\u00a0While working with a well-known marketer of household products, we developed a unique procedure for assessing the viability and potential monetary value of new product concepts. This technique, b-EXT, focuses on the brand\u2019s ability to successfully project its established brand imagery and performance equities across a range of flanker products as well as into entirely new categories.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

A Simple Approach the Yields Powerful Insights<\/h6>\n<\/div>
<\/a><\/span><\/div><\/div><\/div>

This survey-based method employs a simulated shopping procedure that masks a simple conjoint measurement exercise. That simulated shopping task is followed by a comprehensive assessment of perceived brand imagery and performance attributes as represented within each new product concept.<\/p>\n

Is This Worth the Trip?<\/strong>\u00a0The simulated shopping exercise quickly indicates the potential for success against established brands in mature categories as well as against second-tier brands in near-commodity categories. The critical insights generated by this approach are the estimates of both the value and the elasticity of the brand\u2019s established equity.<\/p>\n<\/div>

<\/a><\/span><\/div>

Download our Brand Equity
\nAssessment PDF<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":127,"menu_order":7,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"yoast_head":"\nBand Equity Assessment: b-EXT - Starpoint Consulting Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/band-equity-assessment-b-ext\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Band Equity Assessment: b-EXT - Starpoint Consulting Group\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/band-equity-assessment-b-ext\/\" \/>\n<meta property=\"og:site_name\" content=\"Starpoint Consulting Group\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T21:34:02+00:00\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/band-equity-assessment-b-ext\/\",\"url\":\"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/band-equity-assessment-b-ext\/\",\"name\":\"Band Equity Assessment: b-EXT - 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