Calculate brand equity to drive marketing ROI.

Brand equity refers to the added value that your brand gives to your product. Researchers like those at FGI measure brand equity by comparing your actual sales with the sales you would get were your product not equipped with a brand. Brand equity market research can help you capture the power of your brand identity to help drive sales and deepen customer loyalty.

Use brand equity research to:

• Nail down a set of attributes and points of reference by which to measure the value of your brand, and track these metrics over time.
• Enumerate your brand’s strongest traits and discern which traits you could enrich.
• Compare your product’s brand equity with that of other products in the same category.

How you benefit:

• Establish your identity so that your brand overshadows competitors.
• Enhance customer loyalty by offering a total “brand experience.”
• Generate more powerful and consistent marketing as you identify values that make your brand unique.

Quite often, a study of brand equity requires several steps. You’ll want to start by determining the attributes by which to judge your brand. Then you’ll have to assess how these attributes, which may be intangible metrics like how “likeable” your brand is, aid or impinge on your sales. You may also look at competitors to generate objective goals for where you’d like your sales to be. And that’s just the beginning.

Sound complicated? FGI Research will help you design a research process that meets your objectives without adding unnecessary complexity (or cost). Our experienced project managers and analysts are devoted to your success and will give guidance at each step of the way –from the initial study design to data reporting and analysis to consulting. Contact a team member today for your complimentary needs assessment and advice as to how to proceed.