Brand Equity and
Brand Equity Measurement

For some time now the concept of brand equity has been bandied about. Much of the discussion focuses around measurement processes that provide an output (i.e. your brand equity is x) but give no indication of how to change brand equity over time. This data is almost useless in helping you to improve your business.

The Brand Keys approach is completely different from these non-actionable approaches. It has as its basis an analysis of your core brand equity as derived from the relationship between your customers' expectations (as expressed by the category ideal) and the manner in which your brand meets or exceeds those expectations.

For once the outcomes of brand equity research are throughly actionable and able to be applied directly to the business on a day to day basis. Information that you will receive from a Brand Key's study include:

• Charts plotting the precise hierarchy of loyalty drivers in the category, including a look at the drivers behind:
  1. The category "ideal"
  2. Your brand
  3. Competing brands

• Analysis of your brand's strengths and weaknesses vs. the competition.

• An inventory of the specific product values and attributes that compose each loyalty driver in your category (the lower-order components of each higher-order driver).