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[edit] Brand Equity Analysis Surveys

Brand equity analysis focuses on the measurement of the psychological value that a brand carries with it. Brand equity is described in the marketing literature as being a composite of brand awareness, brand quality, brand associations and brand loyalty. Each of these concepts can be measured. There is no formal procedure for combining all items into a single overall “value” or “score” that measures brand equity.

[edit] General Measures That Are Part Of Brand Equity Analysis

Brand Awareness Items
Brand awareness research is the key to creating brand equity. Awareness equates to traffic and prospective buyers showing up at the store. Without awareness, little happens. Qualtrics measures brand awareness using both aided and unaided recall items.

Brand Quality Assessment
Quality is king and as such is a key component of all loyalty and equity measures. Quality is not, as many researchers perceive, a uni-dimensional construct. Quality effects are the consequence of attribute performance. Key areas of quality, such as quality and craftsmanship are the focal point of in depth elaboration techniques to find out what makes quality and what quality improvements can be made to enhance brand loyalty and brand equity.

Brand Loyalty Analysis Items
Brand loyalty has been examined at great length by academics and practitioners alike as one of the most important factors influencing a brand's success or failure in the marketplace. From the re-evaluation of a fledgling product to the extension of a mature brand, effective marketing strategies depend on a thorough understanding of the core brand loyalty. The Brand Loyalty program can have a dramatic impact on the success of your brand. Trust, Quality, Pride of Association and Identification with the brand's concept and image influence loyalty and what consumers buy.

Brand Associations Items

• Product attribute and benefit associations (examples: decay prevention, safety, durability)

• Celebrity affiliations and recognition

• Relative price – price premium for specific brands

• Competitors (#2 and We Try Harder)

• Intangibles (luxury, quality, fast acting, leadership)

• Use, applications and associations: For example, cold medications are often associated with time of day (NyQuil), symptoms (wheezing, runny nose) or use situations (when you can't afford to be out of commission).

• Life style associations, personality

• Geographic associations: (products are thought to be Italian, European, Oriental)

• Customer benefits (personal reward, rich, fulfilling)

• User/customer persona (smart, educated, sophisticated, grown up)

• Product class association