Restaurants, Brand Equity
A multinational fast food company needed to go beyond a typical “image” study to define the core elements of its brand equity, and to determine the potential dollar payback of changing its positioning and marketing communications strategy.
Our client wanted to identify the crucial components of brand equity for the client brand and for key competitors, define the overall “essence” of the client brand, and determine the degree to which brand “regard” correlates with market share for different fast food purchase occasions.
Burke conducted a quantitative, in-person study. Respondents were recruited to central locations and interviewed via personal computers under constant supervision by interviewers.
Through this study, we identified “core equity items” and set priorities for investment in specific marketing communication strategies. We also identified specific perceptual weaknesses and vulnerabilities vs. key competitors and developed a brand equity simulator to estimate payback of alternative communication strategies.