Equity*Builder

Equity*Builder is our simple yet powerful model for assessing brand equity and health which will help you understand the position of your brand in the market.

It evaluates the strengths, weaknesses and drivers of your brand and is ideal for tracking over time, comparing against competitors, and / or analyzing between sub-segments of consumers.

It is easy to collect, understand, interpret and use, yet is rich in meaning: the model is validated against real-life business metrics to give an indication of the health of your brand. It models the key components of brand health correlated to in-market performance and allows for direct comparison between brands, across categories and across borders.

By measuring these components, for your brand and for those of your competitors, you can answer questions such as:

• Is your brand differentiated? How? Which attributes drive your brand's equity? Are these generic attributes shared by other brands? Are they "price-of-entry" attributes? Or are they differentiating?
• Are these differentiating factors important to driving purchase or consideration within the category?
• Are your value perceptions acceptable? Do you have an opportunity to take advantage of strong equity and raise your price?
• Do you have a substitutability problem? Which competitors present the most identifiable threat?

The model works across a number of different product categories, including packaged goods, service sector, retail and more. It provides clear, logical and actionable output - it indicates what action to take to build the brand.

Equity*Builder is flexible, fully integrated with our pre-testing and tracking approaches and is available globally.