"You can't manage what you don't measure." - Peter Drucker
This is true of brand equity as well. First developed by the Hallmark Cards research division as a diagnostic tool and report card for moving consumers from high brand awareness to brand loyalty, we have applied our BrandElevation brand equity measurement system to numerous companies across dozens of industries.
The model is based on the five primary drivers of brand loyalty: awareness, relevant differentiation, value, accessibility and emotional connection. We work with all of our clients brands through the lens of this model.
Our proprietary BrandElevation brand equity measurement system incorporates brand loyalty drivers and other insights with customized components for your brand, its product categories and its competitive set. This system:
- Focuses on the key drivers of customer brand loyalty
- Measures changes in brand equity over time
- Diagnoses reasons for changes in brand equity
- Provides insight into the current brand positioning, including strengths, weaknesses, opportunities and threats
- Provides direction on how to increase customer brand insistence
We customize this system for each client. One way we do that is by integrating category-specific benefits into the system (supplied by the client or discovered through qualitative research). We can analyze the data around client-defined customer segments or those identified by the system itself. The system has rich demographic and lifestyle information for additional analysis and modeling. It provides comparisons to your competitors and to companies in other industries including a visual portrayal of positioning vulnerabilities and opportunities (mapping attribute importance against brand delivery). It includes predictive modeling of brand loyalty and other behavioral measures (using logistic regression among other techniques).
Our BrandElevation brand equity system has been applied to many companies in numerous industries. The systems normative database is comprised of a wide variety of measures, including:
- Value (including quality and price sensitivity)
- Rank in consideration set
- Emotional Connection
- Multiple personality attributes and other brand associations.
We can also help you integrate key measures from the system into your organizations common measures and balanced scorecard.