Brand Equity: Measuring the Essence of a Brand
Brand Equity is a multidimensional concept that defines a brand’s differentiation from its competition. By intelligently managing a brand’s equity, you can strengthen the relationship between your brand and the consumer, thus increasing the perceived value of the brand relative to your competition, and ultimately increasing customer loyalty and commitment to your brand.
To effectively manage and control brand equity, you must be able to measure brand equity.
RTi’s brand equity measurement tools are developed around four key brand elements that together represent the entirety of a brand’s equity:
- Brand presence
- Brand personality
- Brand experience
- Brand value
Using a combination of crosstabular and multivariate analytical techniques, RTi brings a brand’s intricate relationships with its competitors and consumers to the surface where they can be evaluated and acted upon.