Manufacturers, Brand Equity

 

BUSINESS SITUATION:

A manufacturer of children’s products in highly competitive categories wanted to understand the equity of one of its brands and the equity of major competitors.

 

RESEARCH OBJECTIVES:

The client wanted to assess the relative positions of multiple brands in a more comprehensive measure than market share, track changes in this measurement over time, and evaluate the impact of line extensions and product improvements on brands overall.

 

METHOD:

Burke used a customized approach which:

·         Takes advantage of current tracking research

·         Has the ability to measure equity before and after major category changes

·         Is an extendable system that can be utilized in additional categories

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OUTCOME:

The brand equity approach developed for one brand was extended to additional brands in multiple categories and is used to track brand progress in several areas.