brand equity

Discover the consumer value and perception of the brand name, a product or service, rather than from the product or service itself.

stage of product lifecycle

G R O W T H

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KPI's

  • Brand equity index

  • Brand awareness (spontaneous and prompted)

  • Usage and preference

  • Uniqueness

  • Emotional connection

  • Value/ willingness to pay premium

  • Brand equity score (EquiTrend) - Harris Insights:

  • Accessibility (familiarity, positive imagery)

  • Attraction (connection, momentum)

  • Attachment (commitment, indispensibility)

  • Action (consideration, recommendation)

brand funnel

Aware

Familiar

Consdier

Use

Prefer

Recommend / NPC

Sample size: N = 500

Mixed Media Design