Brand Equity

A brand is a promise made by a marketer on behalf of a product or service. Brand equity is the value a consumer places on this promise — is it trusted (positive equity), or is it not credible (negative equity). It encompasses everything that a consumer thinks, feels, and knows about a brand.

Since brand equity represents the sum of consumer interaction with a brand, at TNS Canadian Facts we understand that brand equity research needs to combine both usage and attitudinal measures to gain a complete understanding of how a consumer values a certain brand. Key measures such as unaided and aided awareness, trial and repeat usage, quality perceptions, brand preference and imagery are used to determine the equity of a brand and as well as its key drivers.

This allows marketers to reinforce or improve the current equity of a brand (and its profitability) by focussing advertising campaigns and creative imagery, designing appropriate packaging, or fine-tuning branding and marketing strategies.

For more information on brand equity research at TNS Canadian Facts, contact Mary Graham.