Consumer Understanding & Brand Equity Measurement
There is some debate regarding the value and role of brands in driving purchase behaviour as consumers interact with brands across a wider variety of forums and price becomes ever more influential.
For us, brand equity continues to influence behaviour but this needs to be measured in the context of both consumers’ brand perceptions and understanding the in-market factors that influence purchase.
Research & Incite provides expertise to understand and measure brands via:
- Consumers’ usage and perceptions
- A brand equity model to measure the influence of market factors and brand attributes
- Tracking equity over time to monitor brand health