Manufacturers, Brand Equity



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.



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.



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



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.