Brand Equity Measurement

MarkPlus Insight has developed a comprehensive brand equity measurement adding on to its powerful research tool range for its clients. This model combined the methodologies that were developed by the most respected branding gurus i.e. David A. Aaker and Kevin Lane Keller. The measurement is based on three key dimensions that are brand awareness, brand image, and brand loyalty.

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Brand awareness is measured based on two indicators: performance of top of mind awareness towards a brand and performance of other spontaneous awareness towards a brand.

The measurement of brand image is based on three key indicators that are brand strength, brand favorability, and brand uniqueness. Those three indicators of brand image are figured based on factor analysis towards a set of tested brand image attributes.

The brand loyalty is measured based on four dimensions that have been developed by MarkPlus Insight based on a comprehensive and the most recent school of thought on loyalty that are satisfaction towards a brand, customer retention towards a brand, migration barrier to use a brand, and customer enthusiasm towards a brand.

We invite you to contact us to find out more about our work in this topic.

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