Brand Equity
At Insight Inside we are end users of research as well as providers - and we've seen plenty of black box models to measure brand equity in our time. Talking to clients, we find that those models work for some but not for others, who want to build a more bespoke model for their business. So we took the time to review what's out there and what marketers need, and built a simple framework to help make sense of it all. We call it the 5As, and we use it either as a lens through which to assess a client's current brand equity data, or as the basis for creating a new bespoke approach.
The 5As framework
It's simple to remember but covers all that we believe a client needs to understand about a brand's vitality - not just current health but future momentum. We develop a series of questions to explore the target consumer's relationship with your brands.
Real Life
Designing a 5As-based approach for a major international sportswear manufacturer, to deliver international brand equity measurement.
Helping a UK food manufacturer to make sense of existing research using the 5As model, and identifying priority areas for improvement.