brand equity

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[Méthode] Brand equity : three key considerations

Evaluation and long-term monitoring of the health of your brand. Understanding its positioning and that of your competitors from three key angles: visibility, desirability, territory.

 

Key objectives:

 

In a world where consumers have to juggle with a plethora of touchpoints, offers and messages, it is necessary for a brand to have a clear, powerful and coherent sense of purpose from one touchpoint to another.

 

Our assets:

 

  • The ‘Brand Equity model’: a model integrating the three pillars of brand equity: visibility, desirability and territory so as to place your brand’s performance in perspective relative to its main competitors.
  • Use of indicators adapted to the new brand/consumer relations: over and above conventional unaided awareness, aided awareness or recommendation indicators, we have developed new indictors that measure social buzz, “brand love” emotional attachment, … to gain insight into the rapport your customers have with your brand.
  • Extensive expertise of brand studies to help you define your brand platform strategy while placing a hierarchy on the actions to be deployed.
  • Operational results presented in synthetic and visual deliverables, enabling you to communicate internally on various levels: top management, marketing executives, sales executives.

 

Examples of issues addressed:

 

  • What are the drivers of desirability on my market?
  • How is my brand positioned relative to the recent evolutions on the makeup market and in the face of the emergence of niche brands?
  • How is my brand positioned relative to the competition in terms of sustainable development and CSR in western countries?

Your contacts

Mélanie Hanoteau Directrice du pôle Beauty

Pilar Izquiero Herlihy Directrice de clientèle - Beauty

Nelly Bernier Directrice de clientèle - Beauty

brand equity

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