BrandAsset® Consulting frameworks used to assess and drive the strategic direction of a company's brand asset and intangible value.
State of the Brand - Offers a comprehensive overview of brand development, health, identity and the competitive context among relevant consumers. Development of category and company specific strategies for competitive advantage.
Architecture / Sub-brands - Identifies the most effective structure of the brand portfolio.
DNA of Master Brand - Determines which elements of a brand's portfolio contribute positively to consumer perception and support a new brand positioning or other brand initiatives such as brand extensions.
Consumer Funnel - Assesses consumers' perceptions at different phases of the purchase cycle to identify and focus marketing efforts on those drivers that move consumers to purchase and commitment.
Brand Positioning - Recommends a positioning strategy to support brand priorities such as differentiating and energizing brands, pricing power, immediate sales growth, or long-term sales growth; in the context of current brand performance, brand perception drivers, competitor brand equity and positioning and the role of sub-brands.
Corporate Dashboard - Provides a summary view of brand metrics to enable executives to see key performance indicators for the brand.
Partnerships & Sponsorships - Identifies the potential brand benefits and risks of brand alliances like partnerships and sponsorships, including identifying prospective new partners and evaluating existing alliances.
Brand Stretch - Evaluates the ability of a brand to expand into, compete, and succeed in new categories based on existing brand equity and positioning.
Acquisition Analysis - Assesses the degree to which potential acquisitions have compatible or complimentary brand identities, identifying specific ways to build brand equity through synergies with target.
Touchpoints - Determines the impact of touchpoints on brand health/ brand position to transform customer experience and drive current performance and future growth.
Segmentation - Prioritizes a brand's consumers based on their economic value, needs, and any other factors that are central to a firms brand strategy. Approach ensures that segments can be applied to both strategic and tactical brand decisions.
Valuation - BrandAsset® Valuator directly links to the financials of a company in order to support brand growth and shareholder value management.