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Brand Equity Monitor™
Decision Analyst’s Brand Equity Monitor™ is a
comprehensive metric that measures relative brand preference based on all
aspects of the brand including both rational and emotional perceptions of the
products/services, customer service, images, and supply or availability in the
marketplace.
The Brand Equity Monitor™ is custom designed for each client,
in order to accurately reflect the brand’s competitive environment and
product/service category. The techniques incorporated into the Brand Equity
Monitor™ include:
- Factor and reliability analysis
- Cluster analysis
- Path/Causal modeling
- Latent class factor analysis
- Latent class regression analysis (combines regression and cluster analysis)
- Importance/Performance gap analysis to measure differences in customer needs
- Performance can be used in a segmentation analysis to identify key segments of
customers (i.e., Truly Loyal, Accessible, Trapped, At Risk)
- Overall satisfaction measures
- Satisfaction measures by key area (e.g., sales, customer service, technical
support, products).
Decision Analyst’s Brand Equity Monitor™ empowers our
clients to actively make decisions about how to improve their brands. The Brand
Equity Simulation Tool (BEST) is a stand-alone or online interactive system
that predicts the impact of improvements in brand perceptions and performance
on brand equity.
Additional Resources from Decision Analyst
If you would like more information on our Brand Equity Monitor,
please contact Dr. John Colias by
email or call 1.800.ANALYSIS (262.5974) or 1.817.640.6166.
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