In order to understand the value of your brand, you must establish your equity structure early. This will foster a culture of brand value and brand growth. If a business can learn to see investment in brand as a proportion of brand value growth, then that same business becomes capable of branding excellence.
The impact of marketing investment and messaging over the long term – typically 2-3 years or more – requires a different approach from traditional econometric modelling. We’ve refined and apply an innovative technique called Pathways Modelling to establish the connections between brand equity and business performance.
Brand Equity Modelling allows you to understand how what a brand says and what it stands for has commercial impact. It also enables you to see which creative messages work hardest and drive specific brand health metrics. In this way, you can establish the brand equity measures that matter most to your bottom line.
By determining how particular campaigns and messaging drive customer perception and brand health on the one hand, and business performance on the other, you can fine-tune your creative to trigger the optimal response from your customers.