Measure brand equity, drive growth
Wondering about investing in your brand or business? Marketing spending that builds brand equity is proven to drive growth. But, you need to measure to direct your efforts. One of our Bridge Partners led a brand equity measurement program for a large consumer goods company. The effort measured consumer perceptions of brands using the Young and Rubicam Brand Asset Valuator. Dimensions such as differentiation versus competitior and consumer awareness of the brand were measured. These combination of measures allowed comparisons between brands and indications of where investments should be made. This information helped managers design programs to improve performance. After programs were executed the measurements were taken again. Guess what? When the equity measure improved, that coincided with improvements in sales and profit growth.