Brand Marketing Research
Brand Equity Research
No single approach to brand equity research can lay claim
to universal acceptance, due in part to the breadth of considerations
implicit in the concept of brand equity:
- Ability to capture market share.
- Resilience against new competitors.
- Value in supporting line/category extensions.
- Ability to gain access to distribution channels.
Some brand equity research approaches are better suited to
brand valuations in the context of brand sale or acquisition;
others are more suitable for measuring a brand's strength
and ability to compete in its marketplace. The choice of approach
must be informed by the underlying business objectives.
We have found conjoint-based
surveys to be ideally suited for measuring brand equity
with respect to potential share capture, ability to command
a price premium, or line extension capability. Depending on
the brand and market, discrete choice or share allocation
conjoint is typically used to capture information on the role
of brand in the purchase or usage decision.
Discrete Choice Question
Example
Brand managers are also often interested in understanding
the steps that can be taken to increase the value of their
brand. To this end, it is important that the key drivers of
brand equity be identified and understood as part of the measurement
process. Most often this is accomplished by directly incorporating
a detailed brand
image and performance assessment into accompanying research.
Click
here for a detailed paper outlining some of the key considerations
related to brand equity research. For more information on
National Analysts, feel free to e-mail
us today or call (215) 496-6800.
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