Brand Equity Maturity Monitor
Monitoring of brand health and value.
What is Brand Equity Maturity Monitor?
Value the brand as the most representative intangible asset of your value proposition.
The position the brand holds in the “mind" of your audiences defines the ability of your business to adapt to new settings.
Solid scientific research projects indicate that a valuable brand has at least four features:
These four qualities define the brands’ ability to a. Grow in volume, b. Create market future, c. Take control of pricing. These abilities as a whole are known as symbolic brand equity.
Key questions to answer
What is our ability to convert a brand's symbolic value into financial value?
My brand’s cultural, emotional and functional positions (CEF), do they help the profitability objectives of the business?
How can we align the processes of distribution, service, product, price and trade to support the brand?
How do we adapt the strategy to social and competitive dynamics, without losing the essence of the value proposition?
Strategic indicators: Memorability - Significance - Pioneering position. – Brand elasticity.
Conversion indicators: Power in the market: Current share - Power in the mind: Future share – Premium price.
Impact of touch points on the conversion from symbolic to financial brand equity.
Impact of creativity and content on brand health.
Impact of product characteristics on your customer’s preference.
Impact of trade dynamics (promotion, price, display, loyalty programs).
Brand equity maturity monitor benefits
A scientific ecosystem
Integrating information to defend the ground your brand has won over in the mind and preference of your audience.
We have BENCHMARKS in 7 different competition fields: Agribusiness, Pharma & Health, Banking & Insurance, Social Capital, Retail, FMCS, Beauty & Personal Care. This allows us to measure the brand’s performance in reference to its competitive set.
We generate a "What -If" analysis that allows estimating the impact of modifying the investment in touch points, creative dynamics, distribution processes or in the price on the brand value.
We provide dynamic control panels that allow the reader to interact with the information efficiently and safely on any device.
We calibrate every key indicator related to symbolic equity with figures from internal sales, distribution, market share and profitability. This way, we are able to estimate the financial value of every percentage point of symbolic brand value.
We integrate conversational intelligence (dynamic on social media, blogs, news, e-commerce) to estimate the CEF positioning (Cultural, Emotional, Functional) by using social listening technologies measured by artificial intelligence.
Integration and drive
Dynamic sampling strategies to gain flexibility collecting information via CAWI, CATI and MOBI.
Regional coverage in Latin America, exporting services to the United States and Europe from our offices in Colombia and Mexico.
Carrera 13 No. 83 – 19,
Tel: +57 601 638 6904
CIUDAD DE MÉXICO, MÉXICO.
Blvd. Manuel Ávila Camacho 182,
Piso 6, Colonia Reforma Social.
Tel: +52 5564212121
HOW CAN WE HELP YOU?
Contact us and we will find the best
solution for your company.