Brand analytics drive our approach

What does your brand say to your customers? What does it mean to your employees? Would they give the same answer? Would it be the answer you wanted? Would it even be one you expected?

The core of our company

Each branding assignment is a journey of intelligence gathering. Using a range of research techniques and proprietary analytics, we help clients understand their brands and the market opportunity before blazing a path toward maximum brand power. This is the core of our company and drives every aspect of what we do.

Brand measurement, research & analytics

Optimizing your brand begins with deep qualitative and quantitative research. This research is designed to help you understand the language of the marketplace, identify the attributes and drivers that engage and motivate your target audiences, and gauge how well you perform against competitors. We’ll bring data to the table to drive strategic brand decisions.

In addition to these attribute-based measures of brand equity, we understand the need for an objective analysis of brand value and the impact on a company's financial value. We can help you measure your brand’s impact on revenue and stock performance.

A strong brand’s contributions to the factors that drive business results is commonly accepted. What we can also define is the direct impact of a brand’s power on financial performance.

We maintain the world’s largest continuous brand benchmark & tracking system called the Corporate Branding Index®. Tracking corporate brands since 1990, we have proprietary analytic tools that measure the impact that brand has on business, including the effectiveness of branding campaigns and their impact on financial performance (both revenue and stock) and the resulting ROI for communications investment.

Our models make brand awareness and preference data actionable. Our key measurement tools include:

• Brand Power Analysis determines the size and quality of a company's brand vs. peers
• Brand Equity Valuation model determines the value of the brand which is expressed as the brand's contribution to market cap or impact on revenue.
• Brand Return-on-Investment Model determines the sensitivity of market cap or revenue to changes in controllable inputs such as communications investment

From attribute-based measures of brand equity to unique analysis of brand value, we can provide the intelligence you need to make data-driven decisions about your brand.