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Methodology, Brand

Methodology

It is formally considered that the idea of brand equity was formulated in 1996 by David Aaker (Aaker, David A. (1991), Managing Brand Equity. New York: The Free Press).

Since then, measuring the health (value) of a brand has become a mandatory component of the marketing management system of almost all companies in the consumer market.

The economic sector working directly with businesses adopted the brand values later, but with no less enthusiasm (see e.g. https://hbr.org/2007/03/hidden-wealth-in-b2b-brands )

Serious studies have shown that direct-to-business companies can significantly improve their economic performance ( including increasing the price of their products ) not only through technological superiority, but also through proper management of their brand.

In our model, we use the following indicators directly related to the brand's marketing strategy to measure brand health:

Awareness

Usage

Preference

Relevance to needs (functional superiority)

Emotional bonding

As many people in the target audience as possible should know the brand

As many people in the target audience as possible should use the brand

As many people as possible in the target audience should choose the brand over competitors

The brand must meet the needs of the target audience better than the competition

The brand must create a lasting emotional connection with the target audience

Based on these indicators, we calculate a single brand value index and analyse its position in the competitive landscape.

In addition, we evaluate the brand image (a stable emotionally coloured image formed in the minds of target groups).

In brand health monitoring, we also measure knowledge of the brand's advertising and its individual communication campaigns.

Methodology

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